Full text of "U.S. Radio (Jan-Dec 1959)"

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RG 51-2765

GIFT OF

NAR T,lbrary

TO THE

1771 N STREET, N.W., WASHINGTON, D. C. 20036

Sept. 23, 1986

Gift of NAB Library

UBRAR'^

any time is listening time . . .

and radio goes everywhere!

When the USS Nautilus cruises at periscope level, the crew jrets the
latest news and entertainment from home via atomic-powered RADIO.
And Radio keeps everyone at home company, too-delivering news,
entertainment, and your selling message to millions of ears each
day. Advertiser after advertiser has proved that Spot P.adio satu-
rates markets profitably, economically and quickly.

Radio Division

EDWARD RETRY & CO., INC

The Original Station Representative

New York • Chicago • Atlanta • Boston • Dallas • Detroit • Los Angeles • San Francisco • St. Louis

representing Canada's leading Radio & Television Stations
Distributors of the world's finest Radio and Television Programs

MONTREAL 'TORONTO - WINNIPEG -CALGARY- VANCOUVER

as basic as the alphabet

New or long-established, every product deserves
the powerful sales-thrust provided by WWJ. Dealers
welcome WWJ-advertised brands because they know the
station moves merchandise. Listeners prefer WWJ be-
cause it gives them the best of modern radio service.

Now is the time to line up Hugh Roberts, Faye Eliza-
beth, Dick French, Bob Maxwell, and Jim DeLand— to be
represented in the exclusive WWJ "radio-vision" studios
at Northland and Eastland Shopping Centers. Buy WWJ
— it's the basic thing to do!

m M jv m m Mf M AM and FM

WWJ RADIO

Detroit's Basic Radio Station

Owned and operated by The Detroit NeWS

NBC AfFiliate

national Representatives: Peters, Griffin, Woodward, Inc.

EGYPTIAN

Since its appearance in the
Garden of Eden, the serpent
has been an important
symbol in the v/rilings and
legends of mankind. To the
Egyptians, this snake-figure
signified cobra.

PHOENICIAN

Great fishermen as well as
sailors, the men of Tyre
varied the twisting form of
the Egyptian word-sign and
made it their letter nun (fish).

GREEK

Changing as it passed from
one ancient region to an-
other, the nun found its way
across the Mediterranean to
Greece. There, it became the
Athenians' letter nu.

ROMAN

From Greek colonies in Italy,
Etruscan merchants brought
the letter to Rome where
stone masons eventually
shaped it in the form we
know as N.

Historical data by
Dr. Donald J. Lloyd,
Wayne State University

N ote how WWJ
hits the target

Seventy per cent of Michigan's
population commanding 75
per cent of the state's buying
power lives within WWJ's day-
time primary coverage area.

U. S. RADIO • January 191)9

t/2

-a

C 3

m
q:

JJspecial

report

Nothing succeeds
like success.

Th«» dynamic change

In Radio

•t>.
^ u ^

ME:

J^special

report

Nothing succeeds
like success.

Frtnck proverb

Growth off National

(1954=index]

The dynamic change

In Radio

ADAM YOUNG STATIONS
ALL RADIO STATIONS

+188%

+ 40%

1954 1955 1956 1957 1958

V. S. RADIO • jaiuiaiy 1959

airwaves

Radio's Barometer

Spot': Gross time sales lor s|)oi i.idio leported l)\ Siaiioii Kepresciiiaiives
Association lor the first nine months ol l!)5H are esliniateil to he lour per-
cent aijove the same period ui 195/ — S I ()()() compared with ilHI,-
397,000. For the third quarter, however, SRA estimates that spot declined
from .111,629,000 in 19.57 to ,S4 .8,085,000 in the 1958 period. Total 1958
figures will not he known lor several weeks (in 1957, spot totalled .Sl()9,-
511.000 as ciuientlv revised 1)\ the FC^C) .

$641,000,000 '58 Radio
( NAB est.-gross)

$136,639,000— Spot '58
(9-month SRA est.)

37,800,000 Car Radios

Network: CliS Radio. NlKi Radio and WM. Radio have reported new
i)illings lor varying ])eriods. John Karol, \ ice president in charge ol C;BS
Radio sales, reports S 1, 1 .Ki.OOO in net billings lor a .'5()-day pericxl. NBC
Radio business lor a three-week period had 1,723,000 in net billings, ac-
cording to William K. McDaniel, vice president for sales. And .151.9 mil-
lion in new and renewed business for the firsi two weeks of December
have been reported by fohn Wniite, \V>C. Radio dire( (or ol national sales.
(See Report jroiu Networks, p. 59.)

145,000,000 Sets in Use

3,886 Stations on Air

Local: In the period between February 1 and December 15, KXO.V Sacra-
mento, Calif., showed a 21 percent increase in business over the same
1957 period, the station leports. Both local and national bu>iness. KX().\
says, shared in the increase.

9,489,544 Sets Made
(10-month El A est.!

Stations: An increase of f7 am and Im stations was registered in Decem-
ber over the prior month. The new total is 3,886 (3,315 am and 571 fni) .
The niunber of am stations inc reased b\ eight and the number ol fm out-
lets bv nine.

Stations on the air
.\pplications pending
Under construction

Commercial AM
.S,:il5 ,
456
108

('.(>)ii nier( idl I'M

571
34
115

Sets: Total set production including car radios for October was 1,305,857
(for 10 months — 9,489,544) , according to Electronics Industries Associa-
tion. Total auto radio production for October was 296,067 (for 10
months — 2,679,618) . Total radio set sales excluding car radios were 743,-
368 (for 10 months — 5,647,044) . Fm set production for October Avas
59,586 (July through October, 235,647) . (See Report on FM. p. 60.)
Transistor sales for October were 5,594,856 with a dollar value of SI 3,461,-
847 (for 10 months— 36,072,133 with a dollar value of S83.692,052) .

U. S. RADIO • January 1959

On Top

with the

NEWS

Eight full time editors, all
newspaper or radio news vet-
terans, prepare more than 85
news programs each week on
WTIC. News Director is
Tom Eaton, member of the
Associated Press Radio and
TV News Advisory Commit-
tee.

Eaton is in constant touch
with a network of WTIC re-
gional correspondents and as-
signs full time reporters to
both City Hall and the State
Capitol.

For availabilities in the
finest radio news programs
in the rich, rich southern
New England market, con-
tact Henry I. Christal Com-
pany.

WTIC

50,000 watts
Hartford, Connecticut

for buyers and sellers of radio advertising

JANUARY - 1959 VOL. 3 - NO. 1

... IN THIS ISSUE . . .

Outlook '59 — Part I

Will It Be Better Tlian 1958? Analysis Of
Business Trends for the Coming Months

Outlook '59 — Part II

V'iews and Predittions of Industry Leaders
\\\\\\ Re\icw of '58 Spot, Network Users

What Stations Want to Know

Station Managciiient Asks Questions Direc-
ted Toward Agency Media Buyers

Success for a Radio Newcomer

lloinelitc Sells High-Priced Chain Saw
In KS-VVeek. S75.000 Spot Campaign

Hard Sell With a Velvet Touch

Music Trend Will Continue in 1959, But
With More Emphasis on the Sales Message

Way to a Food Shopper's Heart

Survey Explodes Theories That Women Rely
Chiefly on Print, Shop Mostly at Week's End

DEPARTMENTS . . .

Airwaves
BPA Memo
Commercial Clinic
Editorial
Focus on Radio
Hometown U.S.A.
Letters to Editor
Names and Faces
Radio Registers
Radio Research
Report from Agencies

Report from Canada

Report on Fm

Report from Networks

64
46
49
22
63

Report from RAB

Report from Representatives

Silver Mike

Soundings

Station Log

Time Buys

Wasliington

ARNOLD ALPERT

Editor and Publisher

CATHERINE SCOTT ROSE

Business Manager

JONAH GITLITZ
ROLLIE DEVENDORF
CAROL MURDOCK
MICHAEL G. SILVER
PATTY KIRSCH

Managing Editor
Art Editor
Senior Editor
Assistant Editor
Assistant Editor

PATRICIA MORAN

< Washington. D. C.) Assistant Editor

WILLIAM B. BIRDSALL

Advertising Manager

JEAN L. ENGEL

Production-Sales Service Manager

SARA R. SILON

Secretary to Publisher

Member of Business Publications
Audit of Circulations Inc.

BPA

U. S. RADIO is published monthly by
Arnold Alpert Publications, Inc. Editorial
and Business Office 50 West 57th Street,
New York 19, N. Y. Circle 5-2170. Chi-
cago, III.— 161 E. Grand Ave. WHItehall
3-3686. Washington, D. C— 8037 Eastern
Road, Silver Spring, Md. JUniper 8-7261.
Printing Office — 3110 Elm Avenue, Balti-
more I I, Md. Price 35? a copy; subscrip-
tion, $3 a year, $5 for two years In U.S.A.
U.S. Possessions and Canada $4 a year,
$6 for two years. Please advise if you
move and give old and new address.
Copyright 1959 by Arnold Alpert Publica-
tions, Inc. Accepted as controlled circula-
tion publication at Baltimore, Maryland.

U. S. RADIO • January 1959

then came the

merchandising!

A leading national advertiser with a special sales problem
found Keystone the logical solution to the problem.
They selected Keystone because, as they said "Our
Keystone buy was like spot radio, in as much as we
picked exactly the markets we wanted to pinpoint! And in
addition. Keystone's STRENGTH IN MERCHAN-
DISING tie-ins and in enlisting local dealer support

served as a bonus to the buy." Yes, the beginning was
the Radio Buy . . . and THEN CAME THE PLUS
MERCHANDISING!

"Money alone couldn't buy what we got in this campaign,
the advertiser SiHA—and as for results, we're seen definite
evidence of a sales turn," he concluded.

Keystone's 1046 stations reach a spectacular 86% of the rich rural market!

Send for our new station list

CHICAGO

111 W. Washington
STate 2-8900

NEW YORK

527 Madison Ave.
ELdorado 5-3720

lOS ANGELES

3142 Wilshire Blvd.
Dunkirk 3-2910

SAN FRANCISCO

57 Post St.
sutler 1-7440

• TAKE YOUR CHOICE. A handful of stations or the network ... a minute or a full hour— it's

up to you, your needs.

• MORE FOR YOUR DOLLAR. No premium cost for individualized programming. Network
coverage for less than some "spot" costs.

• ONE ORDER DOES THE JOB. All bookkeeping and details are done by Keystone, yet the best
time and place are chosen for you.

BROADCASTING SYSTEM, mc

THt VOICE ^Or HOMCTC

10 RUIAL AMiaiCJ

U. S. RADIO • January 1959

WOR RADIO
STUDY ADDS
A NEW
DIMENSION
TO COST-
PER-IOOO

Advertisers have alivays been aware of
the shortcomings of buying radio on a
strictly cost-per-1000 basis. Everyone
realizes that the lowest cost-per-1000 does
not necessarily produce the greatest sales
results for the dollars invested. Why?
WOR's new study ''The New York House-
tvife" gives the first statistical evidence.

The study, nearly a year in the making,
analyzes the housewi fe audience of 8 m ajor

her

listening
habits

her
shopping
habits

New York radio stations. Although the

housewife may listen to many stations,

she is a loyal listener to some and not to

others; she is more person a lly -inte rested

in some; she is more receptive to some;

she is more attentive to some and she

relies on one more than another. The way

she listens to a station is bound to affect

her response to its advertising.

U. S. RADIO • January 1959

There's a big difference iv the type of housewife listener each New York station
delivers. For example, in comparison with a top-rated music/news independent,.

WOR RADIO DELIVERS

30% MORE LOYAL LISTENERS

54%

Of MORE PERSONALLY -
o INTERESTED LISTENERS

41%
78%

MORE RECEPTIVE LISTENERS

MORE ATTENTIVE LISTENERS

PER
1000

HOUSEWIVES
REACHED

WOR's study also sheds new light on the housewife's shopping habits. . .

• HOW MUCH SHE SPENDS AND WHEN SHE SHOPS

• HER EXPOSURE TO RADIO AND NEWSPAPER ADVERTISING
PRIOR TO SHOPPING

• THE LENGTH OF TIME BETWEEN ADVERTISING EXPOSURE
AND SHOPPING

. . . important information that demonstrates why advertisers should make radio
their primary choice. Ask your WOR RADIO representative for your copy of
''THE NEW YORK HOUSEWIFE " study.

WOR RADIO 710

fm 98.7

A Division of

R KO

Te leradio Pictures. Inc.

Serving more advertisers than any other station in New York

U. S. RADIO • January 1959

makes a
difference . . .

and so does the
STATION! _

You can bet on it — a reputable, believable
salesman will make less noise — and make more sales ■ —
tban a carnival pitch man.

50,000-watt WHO Radio is the most believable, effective
salesman in this State. Iowa has confidence in WHO
because WHO has confidence in Iowa. We have proved
our faith for decades — by building and maintaining the
greatest Farm Department in Mid-America — the greatest
News Department — a fine, professional Programming
Department that does a lot more than play the "first 50"

As a result, more loiva people listen to WHO
than listen to the next four commercial stations
combined — and BELIEVE what they hear!

Of course you are careful about the salesmen you
hire. You of course want to be equally careful
about your radio salesmen. Ask PGW for all the
facts about Iowa's GREATEST radio station!

WHO

for Iowa PLUS !

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager

WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines, WOC-TV, Davenport

late

Affilii

Peters, Griffin, Woodward, Inc., National Representatives

U. S. RADIO • January 1959

soundings

Strike-bound Straphangers New York's ncvvsp.ipci sii ike hit the prc-Christmas siK)|jpcr and advei liser

Attuned to Radio alike — and l)()th tuiiuci to radio to fill in the t^aps in sales inloriiialion

created by caiuellcti print sclicduies. Anions the nali(nial advertisers,
Greyhound Corj). drove ahead with an accelerated radio campaign in
the area. Loral retailers and the entertainment business also stepped iijj
their air time to accomplish advertising aims.

Cha-Cha Tempo to Top Cha-cha is the rhythm for 1959, experts at J. Walter Thompson jjredict —

Commercials JWT Foresees '^'id musical commercials will soon adopt the beat. Pointing up the extent

to which agencies research the buying public, the forecast is ijased on a
survey |WT conducted of the popular music field. The findings: Cha-
chas will top record sales lists by mid-Februarv, JWT will release a com-
mercial in cha-cha tempo shortly after. (See Hard Sell ]VitIi Velvet
Touch, p. 40.)

Dollar Ranking of Spot Top spenders for spot radio that are identified by net dollar amounts in

Users Is Radio Milestone ^ "first ever" compilation of such figures by Radio Advertising Bureau

scores a "beat" on two counts: First on spot radio dollar figures, and first
in the broadcast field on the basis of actual spending by listed clients
rather than gross figures calculated at high once-only rates. (See Report
from RAB, p. 56.)

NAB's 1959 Convention How to provide the best in radio — technically, professionally, profitably

Program Scheduled — is the National Association of Broadcasters' format for the radio seg-

ment of its 1959 convention (March 15 through 18, Conrad Hilton Hotel,
Chicago) . Among subjects radio conferees will consider are program-
ming, projecting the station image, standards of good practice, audience
research, editorializing. J. Frank Jarman, WDNC Durham, as chairman
of the radio board, will open the radio session. Robert W. Sarnoff, NBC
board chairman, will receive the convention's keynote award.

Canada Dry Will Repeat
1958 Spot Radio Use

Canada Dry Corp. is expected to repeat this year its 1958 radio spending
— an estimated $400,000, all in spot. The firm reports it is using times
between 3 and 5 p.m. in 120 markets.

Radio Forces to Emphasize
Client Ad Managers in 1959

One of the important developments in 1959 is expected to be a sales effort
directed at client ad managers and executives as well as to agency person-
nel. Other new approaches to sales development efforts also are being
planned for the new year. (See Outlook '59 Parts I and II beginning
p. 25.)

Croup Names Mitch Miller
Radio 'Man of Year'

"We must not under rate the taste and intuitive wisdom of the people,"
declares Mitch Miller, director of Columbia Records pop activities. In
accepting the first "Man of the Year" award from the Better Music Broad-
casters, he states, "An attentive and alert listener, which to you and your
advertising clients means a successful and loyal listener, depends on a
constant rotation of rich musical crops." Carl Schuele, president of Broad-
cast Times Sales, made the presentation.

U. S. RADIO • January 1959

time buys

American Tobacco Co.

Agency: Batten, Barton, Durstine &

Osborn Inc., New York
Product: LUCKY STRIKE

This cigarette firm is renewing ii-.
spot radio time ior 52 weeks in
about .SO markets, starting iliis
month. Hope Martinez is su])ervisor
ol timebuying.

American Tobacco Co.

iVgency: Sullivan, Staufjer, Colwell

ir Bayles Inc., Nero York
Product: PALL MALL CIGAR-
ETTES

A national spot campaign across
the country is ready to start January
19. Ihe drive will consist ol short
flights with varying schedules de-
pending on the market. Jack Can-
ning is the timebuyer.

Bache & Co.

Agency: Albert Frank-Guentlier Law
Inc., Nexv York

Today's Business, a five-mimite
program sponsored by this financial
firm, may soon tap listening audi-
ences in additional markets to the
five currently hearing the Monday-
through-Friday broadcast of stock
market news. The program is at
present on the air over one station
each in New York, Philadelphia,
Chicago, Cleveland and Scran ton,
Pa.; plans for expanding the sched-
ule are in the works. Timebuyer is
Larry Butner.

Best Foods Inc.

Agency: Sullivan, Stauffer, Colwell

d- Bayles Inc., Neiv York
Product: H. O. QUICK OATS, H.
O. INSTANT OATS
Starting January 5, both cereals
will take oft on a second flight ol
radio time, with five to six an-
nouncements a week for five to six
weeks in selected markets — San
Francisco, New York, Philadelphia
and Boston for the Quick oats; Al-

bany; Troy, Schenec tady, N. Y.; New
Haven, and Haitford, Conn., for
l)()lh Quick and Instant, liob An-
derson is timel)uyer.

Borden Food Products Co.,
Division of The Borden Co.

Agency: Dolierty, ClilJord, Steers &

Shenfield Inc., New York
Product: BORDEN'S INSTANT
COFFEE
Starting January 12, it will be
"coffee time" from 15 to 40 intervals
a week on stations in 25 to 30 mar-
kets for this Borden product. The
aimouncements are scheduled for 20
weeks with frequency determined by
the market area. Bob Widholm and
Stu Eckert are radio timebuyers for
the account.

Carillon Importers Ltd.

Agency: Gore Smith Greenland Inc.,

New York.
Product: GRAND MARNIER LI-
QUEUR

Having taken its fust cpiaff of Im
radio time, the company is waiting
to feel the effects before expanding
its use of the medium. If preliminary
indications of good consumer re-
sponse to the initial advertising on
New York's WBAI hold true. Caril-
lon President Alexander Lesnor says,
"It is possible this will be a pre-
lude to our advertising approach in
various sections of the country." The
licpior import firm chose to use fm
in a one-station test during Decem-
ber to reach what it terms the
"adult and mature audience" of the
medium. Commercials included a
series of one-minute spots delivered
by a woman, plus those given by
George Hamilton Combs during his
15-miniite newscasts sponsored by
Carillon on Wednesday and Friday
evenings. Murray Platte is timebuyer.

Changing Times — The
Kiplinger Magazine

Agency: Albert Frank-Guenther
Law Inc., New York
1 hree network buys and a spot

schedide in 50 major markets are on
the books lor this jjidjlication, which
offers "money-making, money-saving
lips." The magazine has renewed
its 15-minute news-type program for
13 weeks over ABC, NBC and CBS
networks, utilizing weekend times.
I he spot buys, running for as long
as 52 weeks, are on a frequency of
Irom one to four cjuarter-hour pro-
grams per weekend. Larry Butner
is timebuyer.

Commercial Solvents Corp.

Agency: Fuller ir Smith ir Ross Inc.,

New York.
Product: HI D AMMONIUM SUL-
PHATE FERTILIZER

Farm radio in 30 selected markets
ranging from the Chicago area to
Louisiana will be used by this firm
in a specialized campaign to be
launched in mid-February. An-
nouncemerUs will be transcribed
minutes. 1 imebuyer is Bernie Rass-
mussen.

Esso Standard Oil Co.

Agency: McCann-Erickson Inc.,
New York

A 52-week renewal of its well-
known five-minute newscasts has
been okayed by the company for sta-
tions in the 18 East Coast states com-
prising the market area. Announce-
ments include an open and close
with a minute commercial in be-
tween, advertising a variety of Esso
products depending cjn the market
and season. The Monday-through-
Friday broadcasts are on the air in
the morning or late afternoon and
early evening peak listening hours,
varying with local station schedules.
Timebuyer is Dick Brannigan.

Carrett & Co.

.Vgcncy: MacManus, John ir Adams
Inc., New York

Product: VIRGINIA DARE WINES

X 13-week series starts January 15

(Cont'd on p. 12)

U. S. RADIO • January 1959

for detroit time buys

CKLW appoints EASTMAN

WHAT A MARKET! Detroit ... 5th in the nation
WHAT A FACILITY! 50,000 watts on 800kc

WHAT SELLING PERSONALITIES! Toby David, Myrtle Labbitt,

Mary Morgan, Bud Davies,
Eddie Chase, Ron Knowles

WHAT RATINGS! Check the September-October PULSE

robert e. eastman & co.,

inc.

national representatives of radio stations

NEW YORK:

527 Madison Avenue
New York 22, N. Y.
PLaza 9-7760

CHICAGO:

333 N. Michigan Ave.
Chicago. Illinois
Financial 6-7640

SAN FRANCISCO:

Russ BIdg

San Francisco. Cal.

YUkon 2-9760

CK IS THE BEST WAY TO SELL THE SURGING DETROIT MARKET!

U. S. RADIO • January 1959

time buys

(Cont'd from p. 10)

in al)oiU lour iiiai kcts on an average
of four stations per market. The one-
minute commerc ials will be concen-
trated "in the latter part of the
week" with an average of 15 on each
station. Henry Halpern is agency
media and research director, Ruth
Prigozy is tiniei)iiver for this account.

Greyhound Corp.

Agency: Grey Advertising Inc.,
New York

Two of the transportation com-
pany's seven geographic divisions are
taking the radio route in a spot cam-
paign rimning for the next three
months. The central division is on
the air in approximately 15 Midwest
cities for about 14 weeks, starting the
end of Deceinber. The southeastern
division is using radio in six markets
for about 12 weeks. Agency media
manager for the account is |oan
Rutman.

G. Krueger Brewing Co.

Agency: Grey Advertising Inc.,

New York
Product: AMBASSADOR BEER

The company that reportedly puts
"more beer in your beer" is report-
edly putting "more radio in radio"
in New Jersey this year. Approxi-
mately the same schedule of stations
as in 1958, primarily in the Garden
State, will be used for a 44-week
schedule that u.s. radio estimates
will almost double the frequency of
Ambassador's previous air time— in
some instances increasing to 100 an-
nouncements a week. Jack Cum-
mings is agency media buyer on the
account.

National Biscuit Co.

Agency: Kenyan ir Eckhardt Inc.,

New York
Product: PAL DOG DINNER

In adding a new course to its
product menu, National Biscuit
chose radio as the medium to intro-

diKC this dog lood in 11 principal
market areas. A three-week schedule
of minutes (20 to 40 a week) on 40
stations principally in the New Eng-
land, Middle Atlantic and Far West
states was used. Dog Dinner re-
places Tiny Bits in the company pet
food line. Lucy Kerwin is lime-
buyer for the account.

Parsons' Ammonia Co.

Agency: Hedrick & Johnson Co.,

New York
Product: PARSONS' AMMONIA

The housewife with spring clean-
ing ambitions is the listener this
company has in mind in determining
its next advertising campaign, due
to start in March or April. Parsons
recently completed its fall aerial
schedule for short flights (six, eight
and 10 weeks) of 15 to 35 one-min-
ute announcements a week on one
or two stations in each of 30 market
areas across the ccjuntry. Established
in 1876 and reputedly the "biggest
seller nationally" in the field, Par-
sons is the original "sudsy" house-
liold ammonia. About 90 percent of
the company's advertising budget
goes to radio, the agency says. Stan-
ton Hedrick is in charge of the ac-
count.

Reynolds Tobacco Co.

Agency: William Esty Co., New York

The makers of Camel's, Winston's,
Salem's and other tobacco products
are reported to be renewing their
radio schedules on a 52-week spot
basis nationally on "about" the same
scale as last year.

Standard Brands Inc.

Agency: /. Walter Thompson Co.,

New York
Product: FLEISCHMANN'S YEAST

Continuing on the air in 1959, the
company has renewed for 1 3 weeks as
of January 5, with five announce-
ments a week in about 35 markets.
Mario Kircher is timebuyer.

Sterling Silversmiths Guild of America

Agency: Fuller ir Smith & Ross Inc.,
New York

Polishing tip the sales future for
sterling, the guild starts a radio
schedule January 19 that will run for
29 weeks (not necessarily consecu-
tive) in 41 top markets. From 10 to
12 one-minute transcriptions will be
used on about 60 stations. Bernie
Rasmussen is timebuyer.

Time Inc.

Agency: Young ir Rub i (tun Inc.,

Nexv York
Plod net: LIFE MAGAZINE

Five weeks of spot radio promo-
tion, hitting about 25 different mar-
kets each week, will be launched by
this publication on January 19. Ap-
proximately 40 announcements of
varying lengths are scheduled for
each market. Bill Dollard is media
buyer.

Ward Baking Co.

Agency: /. Walter Thompson Co.,

New York
Product: TIP-TOP BREAD

This baking firm's advertising
plans call for five weeks of radio an-
nouncements starting January 5 in
about 50 markets. Frequency of the
minutes and ID's being used will
vary according to locale. Timebuyer
is Mario Kircher.

Welch Grape Juice Co.

Agency: Richard K. Manoff Inc.,

New York
Product: TOMATO JUICE

Now in the midst of a 26-week
radio schedule, the fruit juice firm
has participations on the Yankee
Home and Food Show over the
Yankee Network New England sta-
tions, plus up to 12 one-minute an-
nouncements a week in the same
area and on two stations in Philadel-
phia. The series started in early
November. Robert Kibrick, media
director, is in charge of buying.

U. S. RADIO • January 1959

A. C. Nielsen Company reports

WLW radio audience
among TOP 10 in America

■ "s

. — — i '"M

\ 'i Y — ^ — \Jsr \ 1 —

The full scope of the VTLW AUDIENCE

MARKET COVERAGE

Monthly coverage area
Homes reached

Monthly

Weekly

No. of Counties
334
Total
1,221,160
1,067,110

Total Homes in Area
3,116,800
% of Total Homes
39
34

Radio Homes in Area
2,987,910
% of Radio Homes
41
36

NCS DAY-PART CIRCULATION PER WEEK

Once 3 or more 6 or 7

Daytime Listener Homes 961,000 692,400 402,380

Nighttime Listener Homes 624,360 378,050 204,180

(Source: 1956 Nielsen Coverage Service)

Daily Avg.
593,640
338,020

Network Affiliations: NBC. ABC; MBS • Sales Offices: New Yorl<, Cincinnati, Chicago, Cleveland • Sales Representatives: NBC Spot Sales:
Los Angeles, San Francisco. Bomar Lowrance & Associates. Inc., Atlanta, Dallas Crosley Broadcasting Corporation, a division of

U. S. RADIO • January 19.-)f)

ami 9v^hi^ cey^U^toMt anJli Med

youu Pc/]C/]T£ yoc/J^ (/LC£/^S 0NC€ a/vp fO/^

SAN F/eAA/C/SCO O/V rH£ CAUFORA///^
■ZFPHY/^.,. yOU'lL PAV£ FAA/a/£Sr
BFPROOM ACCOMOOAT/OA/S OA/

AMFR/CA5 MOST'rAlf(^£D-/)eO(yr
TRA/A/

VOUll CPU/5E TO PFA V£//l Y A/AWA// ASOAf^,
TPF S.S. lE/lAA//^ THE FC//V S/A/P OF 77/ E
PAC/F/C. PAYS OF Syy//^A^//A(^, PAA/C//VO.
PART/ES, EA/TERTA////VIE//T, 50'PER3
/^EALS^ AA/P A liyXL/Py STAFF POO Ai
TO EA/c/OY

2nd Prize is a Trip To Hawaii FOR TWO! ! !

This is for the winner whose spouse finds ouf!!! Seriously, we've a
Trip For One, and a Trip For Two. The first Prize Winner can take his
choice. United States Overseas Airlines tix available as alternate prize.

Contest is open to everyone in advertising, except employees of Founders Stations, the
Hollingbery Co., employees of newspapers, radio and TV stations land immediate families).
Write in True Or False answers and your KPOA Slogan. Mail entries, limited to one per
person, to Hollinger of Honolulu, KPOA, Hawaii, postmarked not later than Jan. 31, 1959.
Winners will be notified by mail and have four months in which to take the trips. All
entries become the property of KPOA for possible promotional use, and decision of the
KPOA judging staff is final.

So contact Arthur Godfrey, Elmer Leterman, the bartender at the Luau, the Hula Maids at
the Lex ... or the Hollingbery boys who REALLY know the answers on Hawaii.

Every contestant will receive a Hawaiian gift of Aloha from KPOA.

KFOiL

THE BIG STATION

10,000 WATTS AT 650 KC

FIRST 6F the
FOUNDERS FAMILY
OF FINE STATIONS

HONOLULU, HAWAII

YOU II. STAY A W££K /A/ m^Ol^ll/ /iT
r^B WA/^/K/AAY, HAWA//'S M05T3£Al/r/Fa
HOTBl.,. A^P ^AV£ A S£CONP W£EK,

AMER/CA^ PIA/V, A T J<OA/A //V/V, \

KAUA/ //VU O/^ 7^^ /VA^/WA OV j

HA WA //'S ll/SN OC/r£/? /51ANP \

PA/^AP/SE \

lame is

er my complimentary Hawaiian gift to me at

ENTRY BLANK

I handle the ad account

Here are my TRUE OR FALSE answers

ii enlists the aid of all America in Its drive for state- TRUE FALSE Greeting Hawaii's visitors with a lei was originated by TRUE FALSE

)d in '59. \/ Mamie Stover.

early conqueror of all the Islands was King Ka- TRUE FALSE Hawaii's 617,700 population is more than Wyoming and TRUE FALSE

himahi. Nevada combined.

il's net effective buying power per family is $6,513 TRUE FALSE KPOA's adult audience excels that of Hawaii's all-station TRUE FALSE

. more than that of 41 other states. average. [

ir Godfrey is actually the illuminated son of Queen TRUE FALSE You'll find broiled malahinis at the beach and fried TRUE FALSE

iuokalani. wahines at luaus. { |

^ has more PULSE leadership periods than all other TRUE FALSE Here is my KPOA Slogan

tions combined. [ | K P O A stands for

(Examples: "Kovers Pacific Ocean Area" . . . "King Pin Of Airways")

What sounds do people need for mod-
ern living? Which offer pleasure . . .
fulfillment . . . and stimulate response?

Bartell Family Radio researches con-
tinually for answers corrected to the
community ... its background ... its
mood.

That's why our majority audiences
. . . that's why more buyers at lower cost.

Bartell it . . . and sell it!

BnRtEU

Fniniiv

RADIO

COAST W COAST

AMERICA'S FIRST RADIO FAMILY SERVING 15 MILLION BUYERS

Sold Nationally bv ADAM YOUNG INC

16 U. S. RADIO

Washington

New Look Proposed A uvo-ycar Iclc-a-letc amoiii^ Bureau ol ilu' liudgel peisoniicl, l)r()a(l<asi

For Station Renewal Forms . . . repicsciUalivcs and ineinbcrs f)l tlic F(!C lias icsuliccl in a proposal lo

revamp ap|)re( ial)Iy a slalion's appliti'lion lor iitt iisc renewal.

Changes Suggested Among additions, deletions and dianges in the FCIC proposals: (\) \

For Commercial, Program Data . . . "live" program has been re-delined as a broadcast which is live tor at

least half its air time; (2) spot announcements shoukl be tabulated on a
weekly basis for spots aired between 6 a.m.-6 p.m., G p.m.-l 1 p.m., and all
other times rather than by the quarter hour which is the current system;
(3) a "connnercial" program has been re-defined as a 14 — rather than
141/2 — minute broadcast, thu> permitting a (iO-seccjnd connnercial without
making it mandatory toi the show to be classified as connnercial.

. . . Three Program The FCC also suggests that the over-all program classific ation be increased

Classifications Added . . . from the present four categories (news, entertainmeni, religion and agri-

culture) to seven by adding sporting events, public affairs and instructive
broadcasts as separate categories.

. . . Newly-Proposed
Croups Are Defined .

All programs on local, international and national affairs ^vill be classed
as public affairs broadcasts. All shows of a non-religious or non-current
events nature such as the fine arts and social sciences will be classified
as "instructive." The sports category covers all {^lay-by-play, and before
and after the game broadcasts.

. . . Comm. Craven Registers The recommendations made everybody happy save Conunissioner T. A.

A Dissenting View ... M. Craven, who has long advocated a complete hands-off policy for

the FCC in regard to station programming. It is Commissioner Craven's
thesis that the very existence of program categories indirectly dictates
program standards to the licensee and constitutes a form of censorship.

- . . He Questions Commissioner Craven holds that "no licensee is free to program accord-

Public Service Role . . . ing to his personal opinion as to what constitutes the best public service

when he knows fidl well that his vie\vs are destined to be evaluated in the
light of pre conceived and pre-stated opinions of the regulatory agency."

Option Time: Controversy The future of option time practices in network operations has become

Continues to Rule more precarious with the release of an FCC staff report based on the

recommendations of Dean Roscoe Barrow's Network Study Staff and the

U. 5. RADIO • jamiary 1959

NEWS Sep ..r
K-NUZ . . .

"BIG MIKE V"

WASHINGTON (Cont'd)

"Big Mike V" . . . the latest addition to K-NUZ' family of
ground and air "Big Mike" mobile units, is a sleek 27-foot
Trojan cruiser powered by twin 160-hp engines . . . fully
equipped with radio gear for on-the-spot coverage of water
events and news as it happens on the Gulf Coast.

ANCHORED In the

NO. 1

POSITION
in HOUSTON

First in popularity with the ADULT''
Houston audience — K-NUZ delivers the
largest purchasing power or ADULT
spendable income audience in the Hous-
ton market!

'Special Pulse Survey (Apr-May, 1958)
Nielsen (June, 1958)

STILL THE LOWEST COST
PER THOUSAND BUY

National Reps.:

Forjoe & Co. —

New Yorit • Chicago
Los Angeles • San Francisco
Philadelphia • Seattle

Southern Reps.:
CLARKE BROWN CO.

• New Orleans • Atlanta

In Houston:
Call Dave Morris
JA 3-2581

Iciigtliy hearings whidi loliowed ilic
controversial Barrow Report. The
FC;C received the staff ilocuiiunt
vvhi(h, for all practical puijioses, is
in agreement with Barrow's recom-
mendation that option time — among
other things — be eliminated. The
Justice Department's stand that op-
tion time ])ossibly constitutes an
anti-trust violation hovered in the
bac kground.

NAB Steps Up

Hall of Fame Activity ...

The $10,000 budget that has been
voted by an NAB advisory commit-
tee is the amount to be raised to ex-
plore the possibility of establishing
a Broadcasters Hall of Fame. Once
off the ground, the Hall of Fame
will be an all-industry project al-
though NAB is coordinating the in-
vestigative phase of the plan. The
proposed Hall of Fame would house
the history, development, growth
and contributions of the industry
since the advent of radio broadcast-
ing.

Sweeney Heads FTC's
Radio-Tv Monitoring Unit

A stepped up radio monitoring pro-
gram has been launched by the Fed-
eral Trade Commission on the heels
of a top level change Avhich has
placed Charles A. Sweeney at the
helm of the FTC's radio-tv monitor-
ing unit. He replaces T. Harold
Scott, who has transferred to the
Small Business Division. Mr. Swee-
ney, associated with the FTC for 23
years, has most recently specialized
in drug and food cases as a project
attorney.

350 Monitoring Employees
Face New System

The FTC also has made it known
that 350 FTC professional employees
in Washington and eight field of-
fices now monitor broadcasts as
part of their jobs. It has been cus-
tomary, imtil now, for field person-
nel to furnish the radio-tv unit with
monitoring information on a per-
sonal report basis. But, Mr. Sweeney
said, to expand and yet simplify the
system, a fill-in form has been de-
vised and is now being used by the
field monitors for their reports. • • •

Houston's^ 24-Hour
'Music and^.N'ews^

U. S. RADIO • January 1959

THE NB
RADIO NETWOR

keeps America on top of
latest happenings the wh
world over with fast, accur;
dramatic news, flashed by
NBC News correspondents ;
tioned in 70 nations.

■ Every hour, throughout
day and evening, NBC Rad
NEWS OF THE HOUR \
sents a complete news summ;
featuring on-the-spot repor-

■ At all times, NBC's H
LINE is on the alert, stant
by to switch listeners righ
the scene of big news, when
it happens, whenever it happ

■ NBC News is constant!}
work on special backgrounc
ports that give full perspec
on the headline of the mom

This is the kind of news-cove
that the American public r
upon network radio to b
them-the kind that only a
work can bring them. This i;
kind of coverage they know
will always find on an f
Radio station.

For complete on-the-spot c<
age, all year long, around
world, America turns to tht
tions of the NBC Radio Neti

Follow the leaders — No. 2

SOLD

TRIANGLE STATIONS

WFIL Philadelphia

WFBG Altoona

WNHC New Haven

WNBF Binghamton

Roger Clipp
V. P. and Cen. Mgr.

SOLD

AIR TRAILS NETWORK

WING Dayton

WCOL Columbus, 0.

WIZE Springfield, 0.

WKLO Louisville

J. P. Williams
Exec. V. P. and Cen. Mgr.

SOLD

McClendon Stations

KLIP Dallas

KILT Houston

KTSA San Antonio

B. R. McClendon, Pres.

RADIO
PRESS

World Wide News and
Feature Coverage for
AM Stations

WRITE FOR FREE BROCHURE
AND AUDITION RECORD

RADIO PRESS
18 East 50th Street
New York 22, N. Y.
PLaza 3-3822

H. PiesUJii Peieis, who will supervise
sjjoi promotion efforts as president
ot Station ReiJresentatives Associa-
tion for the coming year, has had
career-long training in the field of
professional selling.

His belief in the future of selling
spot for radio stations is that it will
continue to grow as it "delivers and
deserves larger audiences."

Mr. Peters, who is president of
Peters, Griffin, Woodward Inc., suc-
ceeds Frank M. Headley, president
of H-1^ Representatives Inc., who
has served as SRA president for two
one-year terms.

Born in Glencoe, 111., the sales
career of Mr. Peters actually started
during college days at Amherst Col-
lege where he sold clothing to fellow-
students in his spare time.

Upon graduation from Amherst
in 1930, he pursued a professional
career in sales serving with the Chi-
cago Tribune as a space salesman.

The lure of the gro\ving radio
medium caught his eye — as well as
his ear — and in August 1932, Mr.
Peters joined the newly formed radio
representative firm. Free K: Sleininger
Inc., Chicago.

In December 1933, he opened the
eastern branch of the firm in New
York and was elected a vice presi-
dent of the firm. In 1936, the corpo-
rate name was changed to Free &
Peters and remained that way until
the relatively recent change to the
present name.

Mr. Peters was elected president
in 1938.

For the coming year, Mr. Peters
believes that there are several things
radio forces can do to enhance their
position. The first is "continuing
efEorts in educating advertisers in
the use of spot radio." Next, he
stresses the importance of audience
and sales promotion.

Mr. Peters lives in Greenwich,
Conn., with his wife and daughter.
He also has two sons in the U.S.
Army who are presently serving in
Germany.

With a career in radio that spans
more than 26 years, Mr. Peters recalls
some of the earlier days. The reason,
he states, for adoption of the now-
famous "Colonel," which identifies
the firm, was to make "young men
look older." Now, Mr. Peters wist-
fully remarks, "we'd like to make old
men look younger." • • •

U. S. RADIO • January 1959

THE NBI
RADIO NETWORI

is on the spot -whatever th
season, whatever the sport
bringing America one excitir
first-hand report after anothe
Baseball and boxing, tennis an
track, horse-racing, sailboat-ra'
ing, golf -even bocchi - they']
all part of the jampacked NB
schedule. Each season there &i
specials like: the Rose Bov
Game, the World Series, tt
U. S. Open Golf Tournamen
Forest Hills' Tennis Champioi
ships, in fact, just about evei
major event of the year. Wee.
end games and special feature
on MONITOR, interviews, spor
roundups, and the Friday nigl
fights complete the schedule.

For sports-loving Americ
here's week-in, week-out on-th
spot reporting that only a ne
work could provide.

For complete on-the-spot cove
age, all year long, around ti
world, America turns to the st
tions of the NBC Radio Networ

LETTERS TO THE EDITOR

KFAL RADIO

FULTON, MISSOURI
Prime radio service to
four principal cities
of Central Missouri.

• COLUMBIA

• JEFFERSON CITY

• MEXICO

• FULTON

TOP SHOWS for TOP PRODUCTS of

interest to Women . . .

''Over the CoffeC'Cups'"

with Art Hogan

7:35 AM-8:00 AM

Monday thru Saturday

"/ri llw Know — with Ron and Jo"

9:05 AM-10:00 AM

Monday thru Friday

"'Top of the Morning"

11:30 AM-12 Noon

Limited participations.

Unique programming with feature

interest is the hallmark of

KFAL-RADIO

Represented by John E. Pearson Co.

KFAL RADIO Tel: 1400

Fulton, Missouri

900 Kilocycles 1000 Watts

Help Needed

One ol our clients, a leading radio
station, is in need of a perpetual
library of soimd effects and universal
jingles kept fresh by monthly addi-
tions of new material. We under-
stand such services are available on
a monthly fee basis. If any of your
readers can handle this, we invite
them to contact us at once.

Richard H. Nelson

Preiident

Nehon Advertising Co.
Des Moines

Brioschi

The excellent l)iioschi story in
U.S. RADIO (December 1958) . . . was
well written, completely accin-ate and
in general a very fine reporting job.

Franklyn W. Dyson
Account Executive
Ellington 6 Co.
New yor.'!

Rayco

Your Rayco story (December
1958) was a superb reporting job . . .
and I'm sure your readership found
it interesting and informative.

Arthur W. Poretz

Mogul, Lewin, )iyiHiams
& Soy/or Inc.
New York

Sound

On behalf of the sales force of
Adam Young Inc., Chicago, I would
like to compliment you on the type
of information you have brought
to your readers' attention and specifi-
cally your article Sound — Part I
(November 1958) . We are all look-
ing forward to your second successful
year and sincerely hope that there
will be more articles akin to what
you have had in the past.

Richard J. Kelliher

Midwestern Sales Manager
Adam Young Inc.
Chicago

Radio Trial

Your November 1958 edition has
an article that interests the sales de-
partment of WJAG very much. The
story, Putting Radio to the Test,
relates the trial radio advertising
campaign of Woodward & I.othrop
Department Store in Washington,
D. C. Please send us six reprints of
this story.

Larry Russell

Sales Representative
WJAG Norfolk. Neb.

Reading Hassle

We find your magazine extremely
informative and interesting. As a
matter of fact, there's always a pretty
sharp hassle as to who reads the
maga/ine next. Will you please
send two tear sheets of the article,
Alaska: Land of Opportunity for
Radio and Sponsors (September,
1958) .

George Burkhardt

News Editor

KDB Santa Barbara, Calif.

In Need

We are interested in obtaining a
c opy of your September issue {or our
files.

Elizabeth L. Smith

Cannpbell-Ewald Co.
Detroit

Sales Suggestion

We at ROLO Mason City, la.,
have just completed a sale of which
we are quite proud. Perhaps your
readers will find the following inter-
esting.

In planning oia progrannning ef-
fective January 5, 1959 (CBS net-
work changes) , we disccjvered we
would be in a position to carry 53
of the sustaining CBS newscasts per
week which could be for sale on a
local basis. With these 53 CBS new^s-
casts, we added seven local newscasts
per week (the only Icjcal sustaining
news on our station) for a package
of 60 newscasts per week— which we
have just sold to 48 Mason City re-
tailers as a group.

An initial meeting with five re-
tailers was held Wednesday, Decem-
ber 17. Audition tapes of various
CBS newscasts plus market material
regarding KGLO in particular and
the Mason City trade area in gen-
eral was presented to this original
group. After enthusiastic accept-
ance, we started contacting other
merchants and at 12:15 p.m., Satur-
day, December 20, the entire pro-
gram was sold.

Department stores, automobile
dealers, jewelry stores, rent-alls,
beauty salons, typewriter shops, pre-
scription shops, and many other
tvpe retailers have combined to "Sell
Mason City" via KGLO Radio.

Lloyd D. Loers

Sales Manager

KGLO Mason City, la.

WTOR RUN AGAIN

In a letter to Phil Peterson, New Eng-
land Sales Manager, for Community
Club Services. Inc., Mr. Ed Waller, Presi-
dent and General
Manager of Ratlio
Station WTOR.
Torrington, Conn
stated that \vi
"Just c o n c 1 u d e
Community Clul)
Awards Campaign
here in Torrington.
It was a tremen-
dous success! We
will run our second
Community Club
Awards Campaign
at the same time
next year. By the
way, we had over 15 million bonus
coupons turned in and over 1 million
in cash receipts.

As you know, WTOR was the first sta-
tion in Connecticut to run a Community
Club Awards Campaign. Don't be afraid
to have the other boys in the area call
me. I will be glad to help them all I
can."

COMMUNITY CLUB
AWARDS

PENTHOUSE
SUITE
527 Madison Ave.
New York 22. N. Y.
Phone: PLaza 3-2842

Ed Waller

NAB

ASSOCIATE MEMBER

U. S. RADIO • January 1959

THE NB
RADIO NETWORI

this month launched ima(
RUSSIA. For four consecuti-
weeks, four nights a week, i
hour-and-a-half each nigh
IMAGE RUSSIA Is exploring eve
aspect of Soviet life. Listene
hear the actual voices of Russij
leaders, of people who ha
traveled in the USSR. They vi>
the theatres, laboratories, lab
camps. They hear from Airif
ican Communists and fro
former Communists who fli
Russia for the West. After
complete, objective, factual an;
ysis, they will be able to draw i
formed conclusions of their ow

Through special broadcasts li
IMAGE RUSSIA, and regular]
scheduled programs like nigi-

LINE, monitor, meet THE PRE:

and the national farm a
home hour, NBC Radio kee
America informed. In 19
alone, NBC audiences heard

Secretary of Agriculture Bens
on farm problems. Nehru on t
8th anniversary of the Indi
Republic. Senator John Kt
nedy on education. Vice Pre
dent Nixon on his South Ame
can trip. Ghana's Prime Min
ter Nkrumah on the future
Africa's newest countfy.

Only a radio network could of
public affairs coverage of si
immediacy and magnitude.

For complete on-the-spot cov
age, all year long, around i
world, America turns to the s
tions of the NBC Radio Netwo

I'. S. R 11)10 ' JANUARY
1959

TOTAL RADIO BILLING

MILLIONS OF DOLLARS

544.9 567.0 622.5

641 .Q

1955 1956

*NAB estimate

1957

1958

1959

OUTLOOK '59:

Will It
Than '58?

PART I

Business Outlook

(agencies, advertisers, media)

PART II

industry Outlook

(RAB, SRA, spot and network)

PART 1

The year-end statement by
the National Association of
Broadcasters shows that gross
radio volume in 1958 reached $641
million compared with $622.5 mil-
lion in 1957. This three percent gain
tatives Association and others, the
new year may very \vell be a big one.

What 1959 has in store is not easy
to foresee. Based on intensified sales
efforts being planned by Radio Ad-
vertising Bureau, Station Represen-
tatives Association and others, the
new year may \ ery well be a big one.

It is expected that advertiser use of
radio, based on such facts as in-
creased listening throughout the day

U. S. RADIO • January 1959

(see hourly breakdown in accom-
panying chart) , will be weighted up-
ward in the months to come.

There are many other facets ot ra-
dio life that are expected to influ-
ence tlic How ol ad dollars to the
sound medium:

• Radio receivers have increased
to 145 million sets, a jump of
five million over 1957.

« An estimated 37.8 million are
in automobiles.

« More than 49 million U. S.
homes — better than 97 percent
of 50.5 million — have at least
one radio set, with 6.S percent
having two or more sets.

The year 1959 will be charac ter-
ized by one oi the biggest all-out in-
dustry sales efforts in the history of
radio. Advertisers and agencies across
the country will hear the radio
story from the medium's ]jersonal
representatives.

New and up-dated research data,
case studies on the varied uses of the
medium, and data on listening p,ii-
terns, where radio sets are located in
the home and the essentially adult
complexion of the radio audience
will be carried to the meeting room
— and not the doorstep — of advertis-
ing decisicjn-makers.

Plans for this year's effort have
lieen formulated during the closing

weeks of 1958. The reasons can ht
found in the fact that although total
radio billings increased in 1958, it
did not satisfy the goals originally
set up a year ago by radio's sales
forces.

Total gross radio billings in 1958
— like the moon-siiot Explorer — fell
short of the mark but at the same
time did make significant advances.
In fact, radio and television are the
only two national media to show in-
creases in 1958.

In the case of radio, gross billings
increased three percent instead of
nine percent as predicted a year ago
by many industry observers.

From a media point of view, radio
fared well. According to the Novem-
ber 7 issue of Printers' ink, news-
papers (national business) were nui-
ning nine percent behind 1957 and
magazines were off six percent. Tele-
vision (network and spot) was up
seven percent and radio (network
and spot) was running two percent
ahead of 1957. This radio estimate,
of course, does not include local busi-
ness which accounts for more than
spot aiKl network combined. And
from all indications, local billings
have had another good year as radio
more and more takes on the local
characteristics of the new'spaper me-
dium. It is no secret, in fact, that ra-
dio sales executives have set their

sights on advertising lunds liadilion-
ally directed at newspapers.

The problems that radio as well
as all media faced in 1958 were
c hiefly twc^-fold:

• There was a general slowdown
in business activity.

• Total advertising vcjlume
dropjjed Icjr the first time since
1942. The 1958 estimate is $10.1
billion, a two percent decline
from the all-time 1957 high ot
$10..H billicm.

There were also special problems
that belonged to radio only that af-
fected the medium's total volume
for the year:

• Network radio underwent a
radical alteration — easily the
most complete face-lifting since
radio began.

• Many advertisers capitalized on
the dual rale structure of sta-
tions and scjught to buy spot
time locally at lower rales than
nationally at "spot" rates.

One o{ the most significant devel-
opments of 1958 that has direct bear-
ing on what will happen in 1959 was
the re-evaluation — and in many cases
a re-discovery of radio by advertisers.
Many new firms entered radio for
the first time last year; others in-
vested an increasing share of theii
budgets to the sound medium. In ad-
dition, there was a great variety of
radio usage as advertisers capitalized
on the medium's flexibility.

Invested Heavily

An example of an advertiser that
re-evaluated its use of radio upward
is Chevrolet which invested heavily
in spot radio— to the tune of be-
tween $2 million and $3 million — -
aft^r an intensive sales effort by the
radio industry. As for new adver-
tisers, John Blair & Co. issued a list
of 55 accounts who were "new" to ra-
dio for the first quarter of 1958 alone,
(see Radio's Future Sales Opportu-
nities, May 1958) .

Among the varied and interesting
uses of radio that popped up last
year were the four-network purchase
by Pepsi-Cola Co. involving a re-
ported expenditure of $500,000 for
13 weeks (this is in addition to
heavy spot use) as well as the pre-
Christmas drive by Royal Type-

HOMES USING RADIO
AVERAGE PER MINUTE — BY HOURS OF DAY
(Increase in 13 of 18 Hours)

New York Time

Mon-Fri

Sun-Sat

Source: A. C. Nielsen Company

Oct., 1958

(000)

Oct., 1957 (000)

6-7

2,412

2,563

7-8

6,202

5,609

8-9

8.467

7.156

9-10

7,679

6.286

10-11

6.941

6,189

11-12

6.252

5,609

12-1

6.399

6,286

1-2

6,399

6,237

2-3

5.464

5,077

3-4

4.923

4,593

4-5

4,529

4.110

5-6

4,676

4,593

6-7

4.923

4,980

7-8

4.184

4,158

8-9

3.397

3.530

9-10

3.003

3.530

10-11

2.707

3,385

11-12

2.215

2,901

r. S. RADIO • January 1959

OUTLOOK '59

RADIO BOX SCORE

1958 1957 Change

(December I I December)

No. of commercial am

stations on air 3,315 3,180 ; 135

No. of commercial fm

stations on air 571 537 , 34

Total radios in use 145 million 140 million ^ 5 mill.

Car radios 37.8 million 35 million : 2.8 mill.

Illlllllllllllll

\\rilcis (ihc Inst lime this liiiii
liiinecl to spot i;i(li<) in important
elfort) .

liy way ol advertiser nsc, R.\H lor
the first time has just issued a list by
dollar expenditnre of the lop 15 spot
radio advertisers in 19.58 — as well as
31 others (see chart p. 56) . General
Motors Corp. with $5, lOO.OOO and
Ford Motor Co. with $5 million oc-
cupy fiist and second place, respec-
tively.

In addition, the hnrean has this
past year — also lor the first time —
issued regnlar reports on the top spot
and network advertisers.

Competitive information of this
sort is expected to do more to stim-
ulate advertiser radio outlays than
many other standard research pro-
jects.

The way that many agencies have
re-evaluated their use of radio is il-
lustrated by Guild, Bascom 8c Bon-
figli Inc., San Francisco. According
to Gil Burton, vice president and
general manager, "When we were
asked by u. s. radio at the close of
1957 to report on the extent of use
of radio by GB&B's clients, we found
that a trend toward increased radio
time in comparison with tv time had
started late in 1955. This trend has
continued: In 1957, we bought one
dollar of radio time to every four
dollars in tv; for the first 10 months
of 1958, the ratio was one dollar to
every three.

"Spot radio," continues Mr. Bur-
ton, "gets most of the money we
spend in radio by far. With ovn
heavy emphasis on humor in adver-
tising, we've found that radio spots
can give our creative writers greater
opportunity for full rein of their
imagination than any other mediimi.

"According to reports we've re-
ceived, the results of this have been
evident in radio commercials we've
done this year for national adver-
tisers like Ralston and Nucoa, and
regional accounts such as Mary Ellen
Jams, Mother's Cookies and Heidel-
berg Beer," he states

"Spot radio has proved itself of
great value," Mr. Burton concludes,
"wherever we have used it."

In a survey of spot advertisers, the
following is a sampling of the way
radio will be used by them in 1959:
C>anada Dry Corp., investing about
$400,000 in spot radio in 1958, will

be using spot solely in 1959. About
120 markets will be used, the com-
pany states, preferring 3 to 5 p.m.
times. Bristol-Myers Co., devoting
about 12 percent of its budget to
radio, is altering its network-spot
ratio from 65 percent network and
35 percent spot in 1958 to 55 percent
network and 45 percent spot in 1959.

Robert Hall Clothes is investing
20 percent of its budget to radio in
the coming year on spot. About 100
markets will be used, the firm states,
■\vith the preferred times between 7
a.m. and 7 p.m. Eskimo Pie Corp.
reports it is increasing its radio use
10 percent in 1959, already devoting
about 50 percent of its budget to the
medium. About 181 markets w-ill be
used with frequency varying from 20
to 25 times per week. This firm has
been a heavy radio user since 1928
("Radio has had a marked effect on
the purchase of Eskimo Pie, espe-
cially on the food shopping days.")

Chap Stick Co., devoting 60 per-
cent of its budget to radio, will use
network and spot in 1959. The net-
v/ork portion will involve Morgan
Beatty news on NBC Radio while
the spot drive will involve 42 mar-
kets with announcements preferred
in the "before 8 a.m." time periods.

And two regional accounts report
increasing radio use for 1959. Colo-
nial Stores (super markets) will be
using radio in 125 primarily south-
eastern markets. Ehlers Coffee is de-
voting 50 percent of its budget to
local news in northeastern cities.

Part II

What 1959 has in store for the
radio industry is in general not easy
to forecast.

What makes looking ahead so diffi-
cult is that 1958 contained a shoe
box full of ironic surprises. Network
radio, through a host of re-organiza-
lions and alterations, showed stabil-
ity in gross volume. Spot radio,
T\hich has in large measure led the
radio medium back to the forefront,
just about maintained the same vol-
ume it scored in 1957 (some ob-
servers believe a slight increase while
others expect the final total will
show a slight decrease) .

Major Objective

One of the major objectives of
radio sales forces in the coming year
will be to tell the medium's story to
top level decision-makers — both on
the agency and advertiser sides of
the fence.

As outlined by Jack Hardesty, vice
president and general manager of
RAB, the bureau has many new sales
approaches being readied. One is
called the "120 Plan." Mr. Hardesty
explains that during the first six
months of 1959, a special campaign
will be aimed at 120 important na-
tional advertisers (in most cases
those with multi-million dollar ad
budgets) "who are not giving radio

U. S. RADIO • January 1959

a fair share ol iluir Ijuclgeis." What
marks this effort as "special" is that
RAB, wfiere faced with a iv-orieiited
agency, for example, will take the ra-
dio story to the lop manageiuciit at
the company.

Another RAB effort that will be
expanded in 1959 is one that was
tried for the first time last summer.
It was called "Second Look Insur-
ance" and was aimed at convinc ing
auto makers to use radio in their
second wave of jjromotion after the
new cars had been introduced. The
initial presentation involved a three-
day canvassing of Detroit firms by
an RAB team. It resulted in one
company asking RAB to prepare a
multi-million dollar radio campaign
for its ( onsitleration. And based on
a retjuest from Ford, Mr. Hardesty
explains, a special pocket piece (7,-
000 copies) has been prepared for
every Ford dealer showing how radio
can be used. The bureau paid for
the research, an and print ing of the
manual. Among the research in-
cluded in the pocket piece is a sin vey
of how Ford dealers listen to radio
and how many sets each owns, Mr.
Hardesty states.

The top 15 gasoline and oil mar-
keters are also going to hear new
sales presentations by RAB in the
first 60 days of 1959. Moreover, RAB
in January is expected to select the
department store that will take part
in the bureau's "564,000 Challenge"
designed to show how this type of
store can successfully use radio dur-
ing a full year (see Putting Radio to
the Test, November 1958).

In the area of sound presentations,
RAB has two plans being jjrepared.

The fnsl idea is to develop at RAB's
exjjense a label in sound for such
stores as Sears, Permy's and Wards.
The second is a tape presentation
that will feature talks by executives
ol various companies on how they
use radio, ft will be ])layed to other
firms in the same industry — one bus-
inessman talking to another with vir-
tually the same sales problems. The
first one to be experimented with is
the beer industry. The talks will fea-
tme executives ol Schlit/, Budweiser,
Carling's Black Label and Miller.

The field of spot radio i,s also ex-
pected to come uj) with an intensi-
fied sales effort to develcjp new and
increasing i)usiness. The final out-
come of sjjot in 1958 is not yet
known. Ihrough the first nine
months of the year, gross time sales
are estimated by Station Representa-
tives Association to be $136,639,000,
an increase of four percent over the
same 1957 period. Most of the in-
crease was i)uilt up in the first six
months of the year, with the second
half showing a decline. Of what is
definitely known, the third tjuarter
spot radio total was .'^1^,085,000 com-
pared with .$44,629,000 in 1957. Re-
ports on the fourth quarter are con-
fiicting in view of the fact that final
statistics are not yet tabulated.

Some reports from representatives
predict another fall off in the final
months, while other representatives
state that business is holding tip.
In 1957, total spot radio reached
$169,511,000, the FCC estimates.

There are new selling efforts that
are under consideration by SRA to
combat the problem areas that it
feels spot faced in 1958:

Spot Radio Revenue

% Increase Over
Previous Year

1954 $120,168,000

1955 $120,400,000 1.9

1956 $149,921,000 24.5

1957 $169,511,000 13.0

Source: FCC estimates. The commission's 1958 figures will not be l<nown for another year

• Concentration ol spot buys in
lop markets.

• Double rate slructui e employed
by many stations for local and
national accounts.

Another aiea that spot lorces are
trying to improve lies in finding a
way to make spot easier to buy. One
solution, some feel, is centralized bill-
ing— letting the representative do
the billing to the agency instead ol
having many stations send in sepa-
late bills.

One of the cliiel plairs of SR.\ for
1959, explains Lawrence Webi), man-
aging director, is developing a new
sales presentation with fresh research
aimed at getting more dollars into
spot. This presentation will be de-
livered not only to agencies but, as
in the case of R.AB, to advertisers as
well, Mr. Webb states.

The outloc^k for spot and what it
must do to reach its goal is under-
lined by Frank M. Headley, out-
going jjresident of SRy\ and presi-
derrt of H-R Representatives Inc.:

"Spot radio in 1959 will have a
great year-, but only il we fight to
make it so," says Mr. Headley. "I
think the following points must be
adhered to by all of us, if we are
to keep radio happy, healthy and
prosperous:

"Aggressive selling: Newspapers
by and large are still living on tradi-
tion and past rejnttation. Let's go
out and get our fair share.

"Rate cutting: Organized rate cut-
ting never did any station long range
good. What a station gains in im-
mediate billing it loses two times
over in prestige and future business.

"Local rates: Local rates were
originally designed for retailers who
cannot take advantage of a station's
total coverage. Stations that succumb
to national advertisers who employ
various stratagems to gain an un-
deserved local rate are seriously nn-
dercutting radio.

"Negative selling: This is my most
serious indictment of today's radio.
All too many stations knock the
other operation instead of selling
radio's numerous advantages as the
greatest sales medium.

"Spot radio can have a great year
in 1959," ^^r. Headley states, "but
it's up to us."

The outlook tor network radio in
1959, judging by statements of top
network executives, should be bright.

Arthur Hull Hayes, president of

U. S. RADIO • January 1959

OUTLOOK '55

i.WS Radio, (ciiiis llu- (omiri}' year
.111 "impoi lant laiulniark in lU'twork
laclio's return to linaiu ial sialjiiity."
He further indicates that the net-
v^ork's new l'i<)t>iaiii Consolidation
IMaii "may well put the network in
the hhuk in \9b9. The implemenla-
(ion ol this plan, " he states, "is the
(list real move to align networking
with today's economics."

Mr. Hayes believes, "The future
of network radio lies in the direction
which we have taken, a new relation-
siiip between affiliates and tlieir net-
\\ork. In addition, it will result in
increased values to advertisers. The
coming year," he concludes, "should
Ijear out this thesis."

(CliS Radio has 199 affiliates; it
jjrograms about 50 hours a week plus
special public affairs programs "fre-
cjuently to regularly;" option time is
oO hours a week and the network
operates at 100 percent of clearance;
compensation to affiliates is in terms
of the hours o£ programming in the
basic plan.)

Matthew J. Culligan, executive
vice president in charge of NBC Ra-
dio, declares, "By the end of 1958
NBC Radio had 48 percent of all
sponsored hours on the three major
networks. Net billings were up 17
percent over 1957 figures. Over-
all clearances continued to climb
enabling NBC Radio to raise its
clearance guarantee to advertisers
from 75 percent to 85 percent. The
network's compensation to affiliated
stations increased on an average of
52 percent over 1957.

"The outlook for 1959 is even
brighter," Mr. Culligan says. "The
top 15 advertisers returned to NBC
Radio in 1958 and dozens of com-
panies used the network for the first
time. We expect these advertisers to
be with us again in 1959."

As a final note, Mr. Culligan dis-
cusses a recent affiliation agreement
that has caused much comment in
the industry: "The affiliation with
the Storz Broadcasting Co.'s KOMA
Oklahoma City is symbolic of a com-
plete upheaval in the network-affil-
iate relationship area."

(NBC Radio has 201 affiliates; it
programs 70 hours a week; option
time is 37 14 hours a week and the
clearance guarantee to advertisers is
85 percent; contracts with affiliates
were revised April 1, 1958, and now
apply to the participation method of

Spot Radio Advertising by Categories

AGRICULTURE . TRANSPORTATION

\ 1

TOILET

•mi:

*and ol
small categories

Source: RAB survey third quarter 1958

sales Avhich accounts for 90 percent
of NBC Radio's business — a com-
mercial minute is the basic unit of
compensation to affiliates) .

Edward J. De Gray, vice president
in charge of ABC Radio, declares,
"Network radio in 1959 will con-
tinue the upward swing which began
about a year ago. While a number
of changes have taken place in the
industry during the past year, the
medium in the coming months will
begin to assume a degree of stability.

"Encouraging news from adver-
tisers," Mr. De Gray states, "leads
me to believe that ABC Radio busi-
ness will follow the general trend."

Mr. De Gray also states that he
believes the network's affiliate line-
up will grow in 1959 and that its
staple news programming will
achieve even greater importance in
the year ahead.

(ABC Radio has 286 affiliates; it
programs 42 hours a week; option
time is 63 hours a week; clearance
varies with some shows such as
Breakfast Chib hitting 94 percent,
while the average lor commercial
shows is 75 percent; compensation
to affiliates is on the basis of com-

mercial programming carried.)

Blair A. Walliser, executive vice
president of Mutual Broadcasting
System, declares, "The fate of net-
\vork radio for the next 25 years will
be decided in 1959. The modern net-
work is the hard-working partner of
the local station. The modern radio
network fulfills its function best by a
policy of what we at Mutual choose
to call Dynamic Compatibility.

"We feel this is the happy mar-
riage of community programming
best provided by the local station
with world-wide news, sports, sp)ecial
events and public service which only
a network can efficiently maintain.

"When Mutual initiated this pol-
icy on June 2, 1957, it had 350 affili-
ated stations. At the end of 1958,
Mutual had 453 stations — an expan-
sion of 103 affiliates in 18 months.

"More and more stations," Mr.
Walliser concludes, "are requesting
affiliation."

Over-all, the outlook for radio in
1959, as can be seen, is not only
based on advertiser acceptance of a
growing mediirn, but just as solidly
on the enthusiastic launching of new-
sales development efforts. • • •

U. S. RADIO • January 1959

The following list was ooinpiltMl by U. S. RADIO with the help of two major repre-
sentatives with <»ffires in major eities across the country. Because of the vastness
of spot use, this compilation makes no pretense at being 100 percent inclusive.

Food, Flour and Cereals, Coffee and Tea

Abbott's Dairies Inc.
Allsweet

American Bakeries Corp.

Taystee Bread
American Dairy Assn.
American Home Foods

Burnett s Vanilla

Chef Boy-Ar-Dee products
American Molasses Co.

Grandma's Molasses
American Sugar Refining Co.
Appalachian Apple Service
Appieberry Sauce
Armour & Co.

Cheese, poultry, meats and sausages
Arnold Bakers Inc.
Austex Foods Inc.
Bachman Bakeries Corp.
Bauer Ham
B & M Foods

Beech-Nut Life Savers Inc.
Best Foods Inc.

Best Foods Mayonnaise

Fanning's Pickles

Hcllmann's Mayonnaise

Nucoa Margarine

Rit Tints & Dyes

Shinola Shoe Polish
Blue Plate Foods Inc.
Borden Co. Inc.

Borden's Evaporated Milk

Lady Borden Ice Cream

Borden's Instant Coffee

Starlac

Richard A. Foley
Leo Burnett

Young & Rubicam
Campbell-Mithun

Geyer

Youtig & Rubictnn

Hilton & Riggio
Ted Bates
Gamble
The Rockmore Co.

N. W. Ayer & Son
Chas. W. Hoyt
Fitzgerald
Ai'kin-Kynett
R. M. Stocking
John C. Dowd
Young & Rubicam

Dancer-Fitzgerald Sample
Dancer -Fitzgerald Sam pie
Dancer -Fitzgerald -Sam pie
Guild, Bascom & Bonfigli
Earle Ludgin
Earle Ludgin
Fitzgerald

Boscul Coffee
Bowey's Dari-Rich
Boyd Coffee

Young & Rubicam
Young &' Rubicam
Doherty, Clifford, Steers & Shenfield
Young & Rubicam
Tracy-Locke
Sorensen
Showalter Lynch

"RAB will intensify its sales efforts
in 1959 with the '120 Plan' and new
presentations for car makers, gas-
and-oil marketers and other categor-
ies." says Jack Hardesty, vice presi-
dent and general manager of RAB.

Home Baked Beans

Breast-O'Chicken Tuna Inc
Breyer's Ice Cream
Brock-Hall Dairy Co.
Brownell & Field Co.

Autocrat Coffee
Buitoni

Butter-Nut Coffee
B.'W.B. Foods

Grandma Brown's
Calavo Avocados
California Packing Corp.

Del Monte Canned Fruits and vegetables

Del Monte Orange- Apricot Drink
Campbell Soup Co.

Franco-American Spaghetti

Pork & Beans

Soups

Frozen Soups
Carey Salt Co.

Guild, Bascom & Bonfigli
Lewis & Gilman
Charles W. Hoyt

Kastor. Farrell, Chesley & Clifford
Albert Frank-Guenther Law
Buchanan-Thomas

Flack

Foote, Cone & Belding

McCann -Erickson
McCann-Erickson

Need ham, Louis

Burnett
Brorby
BBDO
Leo Burnett
Dancer-F itzgerald -Sample

Carnation Milk products
Chalmer s Gelatine Corp.
Chun King Sales Inc.
Chock Full O'Nuts Coffee
Columbia Baking Co.
Columbia River Packing Assn.

Crab meat, tuna fish
Comet Rice Mills
Comstock Foods pie filling
Contadina Tomato Paste and whole tomatoes
Continental Baking Co.
Corn Products Refining Co.
Cross Baking Co.
Cudahy Packing Corp.
D'Arrigo Bros.

Andy Boy Vegetables
Dannon Yugurt

R. B. Davis Div. of Penick & Ford

Swel Frosting

Cocomalt
Dean Milk Co.
Deming's Salmon
M. DeRosa Inc.

Pope Brand Plum Tomatoes and Tomato Paste
Dorann Farms Frozen Foods

Delmonico Potatoes

Bella Pizzarettes
Dubuque Ham, Bacon and Smoked Canned Meats
Duffy-Mott Co.

Mott's Apple Products

Clapp's Baby Food
Dulany Frozen and Canned Foods
Durkee's Coconut
Ehlers Coffee, Tea and Spices
Esskay Quality Meat Products
Eskimo Pie Corp.

Mrs. Filbert's Mayonnaise and Margarine
Fant Milling Co.
Fisher Flouring Mills Inc.
Florida Citrus Exchange
Fluff-O-Matic Rice
Folger's Coffee

Food Fair Stores Italian Dressing
Foremost Dairies Inc.

Dolly Madison Ice Cream
4 Fisherman Frozen Fishsticks
Frenchette Salad Dressing
Frito Co.

Fromme's Finest Coffee
Fruit Industries Inc.

Tropicana Orange Juice
General Baking Co.

Bond Bread
General Foods Corp.

Instant Maxwell House Coffee

Jell-O

Swans Down Cake Flour and Mix
Kool-Aid

Birds Eye Frozen Foods
Log Cabin Syrup
Certo and Sure Jell
Instant Sanka
Instant Postum
Yuban Coffee
Calumet Baking Powder
General Mills Inc.

Betty Crocker Cake Mix
Cheerios

Gold Medal Flour

Hi-Pro
Gerber Baby Foods
Gill's Coffee

EWR&R
Weill

J. Walter Thompson
Grey

Burke Dowltng Adams

Richard K. Manoff
Grant
Gordon Best
Cunningham & Walsh
Ted Bates
Donahue & Coe
W. E. Long
Bozell & Jacobs

Robert F. O'Brien
Zlowe

Samuel Croot
BBDO
Clinton E. Frank
Honig-Cooper

Durand

Fred Gardner
Fred Gardner
Perrin-Paus

SSC&B
SSC&B
EWR&R
Meldrum & Fewsmith
Dowd, Redfield & Johnstone
VanSant, Dugdale
Cunningham & Walsh
SSC&B
Crook
Pacific National
Joseph Jacobs
Rogers & Smith
Cunningham £2? Walsh
Al Paul Lefton

BBDO
DCS&S
Cohen & Aleshire
EWR&R
Piatt & O'Donnell

John L. Douglas

BBDO

Benton & Bowles
Young & Rubicam
Young & Rubicam
Foote. Cone & Belding
Young & Rubicam
Young & Rubicam
Young fif Rubicam
Young & Rubicam
Young & Rubicam
Benton & Bowles
Young & Rubicam

BBDO

Dancer Fitzgerald -Sample
Dancer -Fitzgerald-Sample
Dancer -Fitzgerald -Sample
D'Arcy
Lindsey

U. S. RADIO • January 1959

OUTLOOK '59

Gimrd's Cantifd Meats
Girard's Sal.id Dressings
Golden Grain Macaroni
Golden Mixes
A. Goodman & Sons
Good Humor Corp.
Gordon Baking Co.

Silver Cup Bread
Grand Union Co.
Granny Goose Foods
I. J. Grass Noodle Soup
Gravymaster Co. Seasoning
Great Atlantic & Pacific Tec-
Green Giant Co. foods
S. Gumperc Co. Foods
Habitant Soup Co.
Halco Citrus Products

Co.

Direct
Heinlz
McCann-Enckfon
R. Jack Scott
Doyle Dane Bcrnhiich
MacManus, John iS Adams

N. W. Ayer is Son
L. H. Hartman
Brooke, Smith, French & Dorance
Arthur Meyerhoff
Croat
Pans & Peart
Leo Burnett
Rose-Martin
Chas. F. Huchinson
Robert Hammond

Stores

Hanover Canned Vegetables and Juices

Arndt. P

Hawaiian Pinapple Co.

Dole products
Hawaiian Tuna Packers
H. J. Heinz Co.
Heckman Biscuit Co.
Henri's Salad Dressings
Heublein Inc.

Anderson Foods

Sizzl-Spray
Hills Bros. Coffee
Diamond Crystal Salt Co.
Holloway House Frozen Foods
Horn Si Hardart Restaurants and Retai
Illinois Meat Co.

Broadcast Brand Hash
Imperial Sugar Co.
International Milling Co.

Robin Hood Flour
International Salt Co.
Interstate Bakeries Corp.
IXL Food Products, Plan
Jack's Tasty Snack Corp.
Junket Brand Foods
Keebler Biscuit Co.
Kellogg Co. Cereals
Kikkoman Soy and Barbecue Sauces
Kitchens of Sara Lee cakes
Kroger Co. meat products
Lance Crackers
Land O'Lakes Creameries Inc.
Langendorf United Bread products
V. LaRosa & Sons Inc.

LaRosa macaroni, spaghetti and pizza products
Lawry's Seasonings, Sauces, Dressings

ston, Chapin, Lamb is Keen

Foote, Cone is' Beldnifi
Richard K. Manoff
Maxon

George H. Hartman
Mautner

Bryan Houston
Bryan Houston
N. W. Ayer & Son
Duffy, McClure & Wilder
Henri, Hurst & McDonald

Clen

Arthur Meyerhoj]
Tracy-Locke

Dan B. Miner

W. Kastor & Sons
BBDO

(Cal.); Potts-Woodbury
Heintz

Pritchard. Daniels & Dreher
SSC&B
Lewis & Gilman
Leo Burnett
D'Evelyn-G uggenheim
Cunningham & Walsh
Camphell-Ewald ; Campbell-M ithun
D'Arcy
Camphell-Mithun
Compton

Lay's Potatoe Chips
Lea & Perrins Sauces
Lever Bros. Foods Division

Imperial Margarine

Spry

Good Luck Margarine
Lipton Soups and Tea

Libby, McNeill it Libby
Frozen Foods

Little Crow Milling Co.
Coco-Wheats

Loma Linda Food Co.
Gravy Quick

Joe Lowe Corp.
Popsicle

Luzianne Coffee

Malt-O-Meal Cereals

Manchester Biscuit Co.

Mangels, Herold Co.
King Syrup

Martinson's Coffee Inc.

Aborn Coffee and Instant
Jomar Instant Coffee
Jomar Espresso Instant
Martinson's Coffee and Tea

Mason Candies

Manor House Coffee

Mavar Shrimp and Oyster Co.

Maxwell House Coffee

McCormick & Co. Teas and Spices

Miami Margarine Co.
NuMaid

Durkee's Margarine
Durkee's Salad Products

Liller, Neal,

SSC&B
California A. .A.
Battle & Lindsey
Croat

Foote, Cone & Belding
Kenyan & Eckhardt
Ogilvy. Benson & Mather
Young & Rubicam

BBDO

Rogers & Smith

Elwaad }. Robinson

Paris & Peart
Roman
Campbell-Mithun
George H. Gartmen

H. W. Buddemeier

Anderson & Cairns
Al Paul Lefton
Al Paul Lefton
Al Paul Lefton
Ellington & Co.
Earle Ludgin
Henri. Hurst & McDonald
Benton & Bowles
Lennen & Newell

Ralph H. Jones
Ralph H. Jones
Ralph H. Jones

Louis Milani I'o<kIs
Milnot Milk Compounds
Mil.idy Food Products Inc.
Mmnesota Consolidated Canneries

flutter Kernel Foods
Min Sun Trading f.'o.
Minute Maid I"ro/cn Orange Juice
Morrell Meats
Morton Foods
Morton Frozen Foods
Morton Salt Co.
Mother's Cake Si Cookie Co.
Mueller's Macaroni Products
C. H. Mussclman Co.

Canned Goods

Apple Sauce
Naas Foods

Vegamato Vegetable Juice

Western A. A.

Nalley's Inc.

Lumberjack's Syrup
National Bakers Services Inc.

Hollywood Bread

Arthur Meyerhoff
M cCan n ■ Erick ion
Gore Smith Greenland

Alfred Coile
A rthur R. Mogne
Ted Bjt.->
(.ampbellMilhun
Crook
T ed Bate!
Needham , Louis & Hrorhy
Guild, Bascom 6f BonfinU
Calkins & Holden

Arndt, Preston, Chapin, Lamb
& Keen

Edwin Meier & Sons {New York)
Pacific National
Direct

"Spot radio will have a great year
in 1959. hut only if we fight to
make it so,"' says Frank Headley,
outgoing president of SRA and
president of H-R Representatives.

National Biscuit Co.
Millbrook Bread
Hometown Bread
Snacks

Ritz Crackers
Nabisco Crackers
Graham Crackers

Dromedary mixes, fruits and peels

Premium Crackers

Shredded Wheat
National Cranberry Assn.

Cranberry Sauce and Juice
National Dairy Products Corp.

Cloverleaf Dry Milk

Breakstone Cottage Cheese

Sealtest Ice Cream

Sealtest Milk

Kraft Foods

Kraft products
National Food Products
National Sugar Refining Co

Jack Frost Sugar
National Tea Co.
The Nestle Co.

DeCaf

Nescafe

Nestea
Neuhoff Packing Co.

Old Hickory Products
New England Fish Co.
New Era Potato Chips
Norwegian Frozen Fish Ltd.
Ocoma Foods Co
Omar Inc. bakery products
Oregon- Washington-California Pear Bureau
Otoe Food Products Co.
John G. Paton Co.

Golden Blossom Honey
Penick & Ford Ltd.

My-T-Fine Puddings

Vermont Maid Syrup

Brer Rabbit Molasses
Pepperidge Farm Inc. products
Pet Dairy Products Co.
Pfeiffer's Food Products Inc.
Phillips Packing Co.
Prague Ham
Pratt-Low Canned Fruits

SPOT radio advertisers (Cont'd on p. 55)

McCann-Erickson
M cCann-Erickso n
McCann-Erickson
McCann-Erickson
McCann-Erickson
McCann-Erickson
Ted Bates
McCann-Erickson
Kenyan & Eckhardt

BBDO

N. W. Ayer & Son
N. W. Ayer & Son
N. W. Ayer & Son
N. W. Ayer & Son
J. Walter Thompson
Needham, Louis & Brorby
Robert Kottwitz

Young & Rubicam
Rutledge & Lilienfeld

Dancer-Fitzgerald-Sample
Bryan Houston
Dancer-Fitzgerald-Sam pie

Doyne A. A.
Arthur Meyerhoff
Otto & Abbs
Creative Ad. A gey.
Bozell & Jacobs
Fitzmorris
Pacific National
Buchanan-Thomas

DCS&S

BBDO
BBDO
BBDO

Ogilvy, Benson & Mather
George L Clarke
BBDO
W. D. Doner
Ralph D. Gardner
Garfield

U. S. RADIO • January 1959

Matthew J. Culligan

Executive V^ice President

"Net hillings were up 17 per-
eeiil over 1957 figures. . . . By
this time next year
heretofore indepenci
tors will affiliate.'*

Alll' JIaclio Advertisers:

1958

1957

1949

opera-

133

125

1958 Advertisers

Academy of Motion Picture Arts and Sciences, *Allis-Chalmers Mfg. Co.,
American Dairy Assn., American Home Products Corp., *American
Motors Corp., American Oil Co., fAmerican Optical Co., fA.S.R. Pro-
ducts Corp., fAmerican Tobacco Co., fAmerican Tyrcx Co., Amity
Leather Products Co., *The Anahist Co., f Andrew Arkin Inc., Armour
Si Co., f B.T. Babbitt Inc., f *Behlen Mfg. Co., *Bell Telephone Co., *Billy
Graham Evangelistic Assn., fThe Booicmailer, Bristol-Myers Co., *Brown
& Williamson Tobacco Corp., fBurlington Industries Inc., California
Packing Corp., fCalifornia Pet Food Co., fCampbell Soup Co., fCarling
Brewing Co., Carter Products Inc., fThe Chap Stick Co., Chrysler Corp.
— Dodge Div., Chrysler Corp. — for all makes, fQinton Engine Corp.,
Commercial Solvents Corp., Curtis Circulation Co., fDow Chemical Co.,
fDowst Mfg. Co., fDunlop Tire & Rubber Corp., fEdison Chemical Co.,
fEdison Electric Institute, fElgin National Watch Co., *EvangeIicaI
Foundation Inc., Evinrude Motors, f*Ex-Lax Inc., fFlorists' Telegraph
Delivery Assn., Food Specialties Inc., Ford Motor Co., *Foster-Milburn
Co., General Electric Co., General Foods Corp., General Mills Inc.,
fGMC Truck Si Coach Div., General Motors Corp.-Buick, General Motors
Corp.-Oldsomobile. *Gillette Safety Razor Co., fGreat Atlantic & Pacific
Tea Co., Grove Laboratories Inc., Gulf Oil Corp., f Heller-Sperry Inc.,
f*Hess Si. Clark Inc., Hygrade Food Products Corp., f Andrew Jergens
Co., f Journal of Lifetime Living, f A. & M. Karagheusian Inc., Kiplinger
Washington Agency Inc., Lehn & Fink Products Corp., Lever Brothers
Co., f'^Lewis-Howe Co., Libby, McNeill Si Libby, Liggett Si Myers To-

bacco Co. Inc., tP. Lorillard Co., Lutheran Laymen's League, Mack Trucks
Inc., fMagnuson Properties, fMail Pouch Tobacco Co., f*B. Manischewitz
Co., fMassey-Harris-Ferguson Inc., fMennen Co., f*Midas Inc., fjohn
E. Mitchell Co., fMogen David Wine Corp., f*Morton Salt Co., fC. H.
Musselman Co., *Mutual of Omaha, fNcstle Co., North American Van
Lines Inc., fNorth American Accident Insurance Co., Northwest Orient
Airlines, fNylonet Corp., Olin Mathieson Chemical Corp., fPabst Brew-
ing Co., Parker Brothers Inc., fPepsi-CoIa Co., f Pharma-Craft Co., Philip
Morris Inc., t*Plough Inc., fProcter & Gamble Co., fPurolator Products
Inc., Q-Tips Sales Corp., tQuaker Oats Co., Radio Corp. of America,
*Ralston Purina Co., fReaders Digest Aisn. Inc., Rexall Drug Co.,
*R. J. Reynolds Tobacco Co., fRuberoid Co., fSavings Si Loan Foundation,
Scholl Mfg. Co., fScott Paper Co., tSimmons Co., Skelly Oil Co., fA.
O. Smith Corp., Sterling Drug Inc., tSterling Silversmiths Guild of
America, tStudebaker-Packard Corp., Standard Brands Inc., *Sun Oil
Co., Swift Si Co., fTexas Co., fTime Inc.-Time Magazine, Time Inc. -Life
Magazine, Twentieth-Century Fox Film Corp., fLJniversal C.I.T. Credit
Corp., fUnited Insurance Co. of America, United Republican Dinners
Committee, United States Steel Corp., Universal International, Vick
Chemical Co., Vitamin Corp. of America, *Voice of Prophecy Inc., fVoice
of Temperance Inc., *Waverly Fabrics, Whitehouse Co., fWildroot Co.
Inc., i"William Wrigley Jr. Co.

NBC used * to denote 52-wcek advertisers and f for advertisers who were
new to the network in 1958 (or absent for at least 1957 or before).

Arthur Hull Hayes

President

"The coming year is an im-
portant landmark in network
radio's return to financial sta-
bility. . . . New PCP may well
put the network in the black
in 1959."

V^S Radio Advertiseris:

1958

1957

1949

128

118

1958 Advertisers

*Allstate Insurance Co., Aero Mayflower Transit Co., American Bird
Products, American Home Foods Co. Div. of American Home Products
Corp., American Motors Corp., American Oil Co., American Tobacco Co.,
■^American Tyrex Corp., American, Harris, Neville Co., Angostura- Wup-
perman Corp., *Armour & Co., Audivox Inc., Aulto Supply Co., Barbasol
Co., Beech-Nut Life Savers Inc., Best Foods Inc., *Bristol-Myers Co., Calgin
Co., California Prune Si Apricot Growers Assn., *Carnation Co., Carter
Products Inc., Chrysler Corp.- (Chrysler, Dodge, Plymouth), Chung King
Sales Inc., *Clairol Inc., Colgate-Palmolive Co., Columbia LP Record
Club, Committee on Political Education, Comstock Foods Inc., Congoleum
Nairn Inc., Cowles Magazines Inc., Curtis Circulation Co., Domocratic
Committee of New York, Dowst Manufacturing Co., DufFy Mott Co.,
*Dumas Milner Corp., E. I. du Pont de Nemours & Co., Democratic State
Comm. of New York, Ex-Lax Inc., Dr. Peter Fahrney Si Sons Co., Fault-
less Starch Co., Fifth Avenue Calon Laboratories Inc., Food Specialties

Inc., *Ford Motor Co., Foster-Milburn Co., Garrett Si Co., General Cigar
Co., General Electric Co. Lamp Div., General Electric Co. Small Ap-
pliances, *General Foods Corp., General Mills Inc., *General Motors
Corp. -Chevrolet Div., *General Motors-Delco Batteries, General Motors-
Oldsmobile, General Motors-Cadillac, General Motors-GM Trucks, Gil-
lette Co., Great Atlantic & Pacific Tea Co., Glacorene Inc., Gulf Guar-
anty Land & Title Co., *Grove Laboratories Inc., *Hartz Mountain Pro-
ducts Corp., Harvard College Pgm., Hearst Publications, Hertz Systems
Inc., Home Insurance Co., Hudson Vitamin Products Inc., Insurance Co.
of North America, International Ladies Garment Workers AFL-CIO,
Jaguar Cars Inc., Johnson Si Johnson, *Kendall Co. Bauer & Black Div.,
*Kiplinger Washington Agency Inc., *Kitchens of Sara Lee, Knouse Food
Inc., Lehn & Fink Products Corp., *Lever Bros. Co., Lewis-Howe Co.,
Longines-Wittnauer Watch Co., Libby, McNeill & Libby, Liggett &
Myers Tobacco Co., P. Lorillard Co., Mac Fadden Publications Inc.,

U. S. RADIO • January 1959

CBS (Cont'd)

Mc Call-Frontenac Oil Co., C. H. Masland & Sons Inc., Mcnnen Co.,
Mc Cullock Chain Saws, *Mcntholatum Co., Miles Laboratories Inc.,
Mogen David Wine Corp., C. H. Mussclman Co., National Education
Assn., National Selected Food Products Inc., Nationwide Insurance Co.,
The Nestle Co., Niagara Therapy Mfg. Corp., The O'Brien Corp., Pepsi-
Cola Co., Charles Pfizer & Co., *Phartna Craft Co., Philip Morris Inc.,
*Plough Inc., Ralston Purina Co., Readers Digest Assn. Inc., Renfro
Valley Country Store, Republican National Committee, R. J. Reynolds

OUTLOOK '59

Tobacco Co., Savings & Loan I ound.iiion As4n , S< icniific Prodult^ C,o ,
Scott Paper Co., *Sealy Inc., Sceman Mrothcrs Inc., Shulton Inc., Singer
Sewing Machine Co., Simmons Co., The Spring Air Co., A. E. Staley
Mfg. Co., *Standards Brands Inc., Stanley Home Product* Inc., Sterling
Drug Inc., Sterling Silversmiths Guild of America, Studebaker-Paclcard
Corp., Tctley Tea Co., The Texas Co., Time Inc., U. S. Steel Corp.,
*Weco Products Co., White House Co., *Wm. Wriglcy Jr. Co.

CBS Radio used * to denote 52-weelc advertisers.

Edward J. De Cray

Vice President in Charge

"Network radio in 1959 will
continue the upward swing
whirh began about a year ago.
. . . Network's affiliate line-up
will grow."

AIM' llacli<» Aclverii,«^4'r«:

1958

1957

1949

1958 Advertisers

American Bird Food Mfg. Corp., American Cyanamid Co. -Farm & Home
Food Div. Food Industry Dept., American Federation of Labor & CIO,
Armour & Co., Assemblies of God, Bankers Life 8i Casualty Co., Beatrice
Foods Co., Beltone Hearing Aid Co., Bristol-Myers Co.-Buflferin, Buitoni
Foods Corp., Cadence Records Inc., Campana Sales Co., Carling Brewing
Co., Christian Reformed Church, Chrysler Corp. -Chrysler, Chrysler Corp.-
Dodge, Chrysler Corp. -Plymouth, Clairol Inc., Duffy-Mott Co., Dumas
Milner Corp., Ex-Lax Inc., Fred Fear Easter Egg Color Co., Florida
Realty Bureau, Food Specialties Inc., General Foods Corp. -Calumet, Gen-
eral Foods Corp. -Post Cereals, General Foods Corp. -Perkins div.. General
Mills Inc., General Motors Corp. -Cadillac, General Motors-Chevrolet,
General Motors-GMC Truck Div., General Motors-Pontiac, Glamorene
Inc., Gospel Broadcasting Assn., Billy Graham Evangelistic Assn., Grove
Laboratories Inc., Gulf Guaranty Land & Title Co., Harrison Home Pro-
ducts, Highland Church of Christ, Hudson Vitamin Products Inc., Kip-

linger Washington Agency Inc., Kitchen Art Foods, Knox Gelatine,
Kretchmer Corp., KVP Co., Lever Bros. Co -Breeze, Lever Bros. Co.-Dove,
Lewyt Corp., Liggett & Myers Tobacco Co., Little Craft, Magla Pro-
ducts Mentholatum Co., Midas Muffler Co., Miller Brewing Co., C.
H. Musselman Co., National Brands div. Sterling Drug Inc., Niagara
Therapy Mfg. Co., Nylonet Corp., Olson Rug Co., Pepsi-Cola Co., Chas.
Pfizer & Co., Philco Corp., Pioneer Industries Inc., Plough Inc., Puritron
Corp., Radio Bible Class, R. J. Reynolds Tobacco Co., Oral Roberts Evan-
gelistic Assn. Inc., Rust Craft Publishing Co., Sandura Co., Savings Si
Loan Foundation Inc., Scholl Mfg. Co., Sleep Eze Co., Standard Brands
Inc., Standard Oil Co., Sterling Drug Inc., Toni Co. div. of Gillette Co.,
Twentieth Century-Fox, U. S. Pharmacal Co., U. S. Pool Corp., U. S.
Steel Corp., Van Nuys Savings & Loan Assn., Voice of Prophecy Inc.,
Western Airlines Inc., J. A. Wright Co., William Wriglcy Jr. Co., World
Traveler's Club, World Vision Inc., Dr. Thomas Wyatt.

Blair A. Walliser

Executive Vice President

"The fate of network radio for
the next 25 years will be de-
cided in 1959. . . . The mod-
ern network is the partner of
the local station."

1958 Advertisers

America's Future, Armour & Co., American Telephone & Telegraph,
Baltimore Tabernacle, Beltone Hearing Aid, Benrus Watch Co., Bon
Ami, Bristol-Myers Co., Christian Reformed Church, Christmas Club,
Colgate-Palmolive Co., Consumer Drug Co., Chrysler Corp., Dawn Bible
Students Assn., d-Con Co., div. of Sterling Drug Co., Diversified Cos-
metics, Dumas Milner Corp., Equitable Life Insurance Co., Ex-Lax Inc.,
Fawcett Publications, First Church of Christ, Scientist, General Electric
Co., General Foods Inc., General Motors Corp., General Motors Corp.-
Pontiac, Billy Graham Evangelistic Assn., Guerlain Inc., Heinz Foods,
Hudson Vitamin Corp., Kraft Foods Co., Lanolin Plus Co., Lehigh
Acres, Lever Bros., Liggett & Myers Co., Lipton Tea, P. Lorillard Co.,

Matnal Advertisers;

1958

1957

1949

Lutheran Laymen's League, MacFadden Publications, National L. P. Gas
Council, Nestle Co., Niagara Therapy Co., North American Accident
Insurance Co., Nylonet Corp., Peter Paul. Pepsi-Cola Co., Pharmaceuti-
cals Inc., Philco Corp., Quaker State Oil Refining Co., Radio Bible Class,
Readers Digest, R. J. Reynolds Tobacco Co., Savings & Loan Foundation.
Scranton Lace Corp., Seeman Brothers, Sleepeze Co., Spring Air Mattress
Corp., Sterling Drug Co., Street & Smith Publications, Studebakcr-Packard
Corp., Symphony Electronics Corp., Trifari, Crussman & Fishel Inc.,
Twentieth Century-Fox, Voice of Greece Inc., Voice of Prophecy, White-
house Co., Wings of Healing, Word of Life.

U. S. RADIO • January 1959

What Stations Want \
To Know About
Time Buying

Five categories of questions
that ask: 'How are buys made?'

What's on the mind of radio
station management today?
For the advertiser or agency
who wants to be really attuned to
the media he buys, the answers are
important. It you know what ques-
tions the station man has, you're in

53 KEY QUESTIONS

Programming

/. How much actual research into a station's program image
is done before making a buy?

2. W hat is your feeling with regard to the trend toward spe-
cialization of radio station programming?

3. Do you feel station person(dities are doing an effective sell-
ing job? How could they improve?

4. I do the adult audience bit in musical programming. Are
timebuyers hypocrites when they salute me for playing music
they personally prefer and then buy the r&r station?

5. Why won't more agencies allow us leeway in producing
local commercials, that is. those of us nith major facilities in
big markets.

6. IT hat are we as stations not doing that will make some of
our so-called marginal periods more attractive to advertisers?

7. New York radio stations are way behind the times in my
opinion so buyers don't hear the fresh new ideas we're thinking
up in the Southwest. Don't you think that agencies ought to
have a "new radio ideas" meeting once a month to familiarize
themselves with what's going on elsewhere?

Ratings

1. Do most agencies par much attention to station cumula-
tive audiences in their buying? Our station reaches 72 per-
cent of all the families in our market each week. Pulse says,
which is better than any other medium.

2. Are media buyers relying less on audience index surveys
u'here other market data is available?

3. Lots of agency timebuyers say in print that ratings aren't
the reason they buy one station over the other. I find that
ratings are 90 percent of the reason we don't get business.
What's the real story?

4. I'm in a market of 50,000. How often should I have an
audience survey made to assure buyers that they are getting
frequent enough information about audience?

5. We received nearly 100,000 pieces of mail in one month.
Our ratings in the market are still second though. How much
weight would you give this huge audience response when you
evaluate the stations in our market of less than 400,000?

6. We serve a big suburban market and are dominant in it.

The market is big enough to rank in the top 40 by itself. Other
stations from still larger cities get in there. Is there any hope
for us getting national business, which now seems to go mostly
to the stations in other cities?

Media and Market Planning

1. One of the things ice can't understand about spot buying
is that the advertiser may buy 400 markets for newspaper but
only 50 for radio. What's the thinking that goes on in the
agency that makes for this situation?

2. The average person spends about a half hour or more
reading the daily newspaper. W ithin this half hour they are
often exposed to several ads of competing products — many in-
stances five or six or more. If time is such an important factor
in "protection," why isn't more said about newspaper multi-
advertising impressions all within a brief half hour?

3. Do you have some rule of thumb for comparing the
relative merits of newspapers and radio in a market? For
instance, do you have a list of markets where because news-
paper coverage is low you must buy radio?

4. When radio produces results with a saturation spot cam-
paign— why don't more clients continue with a smaller sched-
ule of spots on a regular or permanent basis?

5. In big markets like ours ive feel that the account executive
ought to participate in discussions with us as well as the media
buyers. W hen a deal costs $25,000. shouldn't the account man
get into the act more?

6. How complete are buyer's instructions on marketing fac-
tors on product — who buys? peak shopping periods?

7. What is the length of most market lists that your agency
buys? I'm in a market that ranks about 75th and most national
spot buys don't seem to filter down to our level.

8. Is the trend toward buying a spread of stations in big
markets — three or four that add up to 25 to 35 percent share
of the audience — or in the direction of one big station?

9. It is our contention that many "smaller market" stations
actually serve an audience larger than many metropolitan sta-
tions where the pie is cut so thin. Hoiv to get this across for
national business?

10. Both in network and spot ive seem to have low cost per
thousands, lower than any other media. So on a figures basis

U. S. RADIO • Januar\' 1959

;i miitiuilh ;k1\ itntagt'oiis |)()sili()ii i-i
talk his laiit^iiagf.

l lu' (|ucsl ions l)<.'l<)\v ri lk'< I the
L;ri|)(s, tlic Irustialioiis, tlic ci()iil)ts
,111(1 ilu' woiiclcnneiit ol station man-
agcnu'iu at the year's end as it seeks
to improve its \vorkinf> relalionshi])
witii a_t>en(ics. I hey were asketl l)y
station men of agency media buyers
at the Radio Advertising Riire.ni
Inc. Mctlia Huyers" Roundtable, held
late in l!)r)8 at the Waldoi 1-Astoi ia
in New \'ork (see December 19r)8
issue) .

Never revealed previously, the
questions lelled both perennial
problems and up-to-the-minute de-
velopments. The questions were
posed to media buyers and execu-
tives at the R.\B roundtable in an
effort to provide station men with an
oppoitiniitv they rarely get: Name-

ly, lo talk at h isiiK lo buNcis about
i^eueial issues latliei ili.in ihcii own
station's lacililies.

I lie (|uestions station manage-
ment asked agency media buyers lell
chielly into five l)road categories.

Ratings, prograimiiing, media and
market plainiing, limcbuver j>i()b-
lems, promotion and mei ( liandising,
and general cjuesiions on station-
agency matters.

Conclusions

According to RAB officials who
made the questions available to u.s.
RADIO, these were some of the conchi-
sions growing out of discussions the
questions evoked:

• Biiyers feel direct mail from radio
stations is of extremely limited
value. They welcome u]>to-date

markci inloimaiion, j>ai lir idai ly
in easy lo file loim.

• liuyers want icccni laiings liom
stations but will buy on the basi->
oi t)ldei figiMcs ulicte they have
to, depending upon c ire uur
stanc es.

• In general, station executives
should try to "learn the ropes" in
dealing witli agencies. Miuh
irustration coidd be eliun'nated
if those station perjple who an
not experienced in naiicjtial levcl
contact made an effort to brie!
themselves on how agencies (>]>
erate. Checking the reprc-senta-
tive, reading trade papers — and
attempting to understand the man
on the buying side — were all
stressed as importaiu at a numl)e)
of tables where the subject came
up for cli->(iision. • • •

radio should get the nod in media planning. Jf hy. in your
opinion, doesn't it more often:'

11. Daytime television seem^ to be getting more business this
year from agencies than last, although the figures in our market
clearly show that we reach more families and more adults than
it does at a fraction of the cost. Who's on first?

12. If hat is your opinion on single rate card (one for na-
tional and local accounts ) and what are media buyers doing to
promote this if favorable?

13. If we try to standardize our discounts with other stations
what would you recommend — the traditional 13, 26, 52 or in
multiples of 100 or what?

14. The average morning ''''drive time" listener is out of th-e
buying audience for many products anywhere from 3 to 9 hours.
How come agencies insist on this time period rather than pick-
ing availabilities which ivill (a) hit the customer most apt to
buy (b) hit them at a time nearest to buying opportunity?

15. How are dollars allocated to markets? Who decides?

16. Network radio seems to deliver audience in the eight
figures for a fetv thousand dollars a week. What do you think is
holding network back from greater acceptance?

17. When a company purchases national netivork campaigns,
is there real consideration on special co-op so the local man
may add to frequency on local netivork station?

18. Do you have any accounts buying nighttime radio?
What's your own personal opinion of the value of nighttime
radio?

19. Do you anticipate more summer buys this year? If not.
when do you think the breakthrough will come?

20. Is the entire budget usually committed or are some dol-
lars held back to stress specific markets at a later date?

21. Does having a local broker recommend a station do it
anv good? Our experience has been that sometimes this seems
to make the agency mad and we lose the business.

22. I know all station managers sav "my market is different"
but what can be done to sell the client or the aeency boss on
sending media people out for a first-hand look and listen at sta-
tions in various markets.

Timebuyer Problems

1. W hat are the biggest headaches stations give you?

2. H hat are five main factors a media buyer looks for in
selecting a station?

3. ff hat kind of information other than ratings do you want
from stations?

4. What is the simplest, most direct method of approaching
media buyers on an individual account?

5. Hotv many changes are made in the average buy — after
stations have been picked?

6. Can't something be done to simplify the paper ivork on
both sides of the desk when a national spot order is placed?

7. How do you, yourself, judge frequency? What's an ade-
quate number of spots for saturation by market size?

8. Does a representative salesman run the risk of being
"hurt" on other buys and other stations if he goes over the
buyer's head on a specific buy?

9. If I put together a "big pitch" for an agency, what should
the maximum length be?

10. How far in advance of a "season" do you start your pick-
ing of markets and getting availabilities?

11. I'm one of six stations in a market of 250.000. Is it worth-
while for me to try to set up an easel presentation with most
agency timebuying departments when I come to Xew York so
I reach all buyers at once?

12. W hat can stations and representatives do to improve
their service to the time-buyers?

Merchandising and Promofion

7. How important is merchandising in selecting a radio
station ?

2. Have you ever bought a station because of its merchandis-
ing policies rather than its audience or ratings?

3. How much attention do you pay in buying to rating-week
stimuli that ours and other stations use like treasure hunts,
jackpots, audience-buying devices like that?

4. Do you feel it's wise for stations with representatives to
conduct direct mail campaigns aimed at timebuyers?

5. What are the main mailing pieces a media buyer keeps
in a station file?

6. How does a smaller market radio station make itself
known to buyers of national and regional advertising time ivith-
out prohibitive expense?

U. S. RADIO • January 1959

Homelite's Operation
Radio Forges
Strong Saies Linic

Here's proof it's m ore
than an old saw that "radio
sells." ■

One of the country's leading^ saws
manufacturers — the Homelite divi-
sion of Textron Inc. — ventured into
radio for the first time last fall on a
nation-wide basis to help introduce
a new chain saw. The 13-week na-
tional campaign coupled with an all-
out promotion effort by stations re-
sulted in 22 out of 25 district offices
going over their quota in selling the
new model Zip. The average sales
percentage is running 114 percent of
the quota.

In addition, many of the parent
company's dealers were sufficiently
impressed with the results to con-
tinue with radio on their own for
an additional 13 weeks which is
still in progiess. This media effec-
tiveness is expected to bring radio
into prime consideration for a simi-
lar campaign by the company this
year.

To reach the new Zip's potential
customers, Homelite decided to buy
farm stations across the country,
concentrating on farm director pro-
grams. Spending approximately $75,-
000 on a 13-week campaign be-

ginning in September, states Phillip
J. Halperin, assistant advertising
manager, Hcmielite purchased 65
stations in 63 chiefly farm areas
throughout the country.

This relatively brief but intensi-
fied radio drive accounted for ap-
proximately 17 percent of Home-
lite's $450,000 total annual adver-
tising budget.

The spots were one minute in
length as a a;eneral rule and were
aired five or six days per week, the
number of spots varying from mar-
ket to market. They consisted of a
singing commercial with room foi

U. S. RADIO • January 1959

Outlining plans for part of the radio campaign on eight PGW-represented stations are (left to
right): J. H. Maxwell, advertising-sales pronnotion manager of Homelite; W. E. Johnson, assistant
advertising manager; Sam Henry, radio account executive of Peters, Griffin, Woodward Inc., and
P. J. Halperin, also assistant advertising manager. Principally early morning times were used.

live announcer copy, usually sug-
gesting the listener contact the local
dealer through the yellow pages.

"This 'operation radio' and the
resulting tie-ins definitely helped to
stimulate sales and particularly
aided us in getting saws into dealers'
stores," declares Mr. Halperin,
whose company headquarters in Port
Chester, N. Y.

The use of radio — the mass medi-
um— to sell as expensive and spe-
cialized a product as a chain saw rep-
resented an advertising experiment
for the manufacturing firm, Avhich
claims to have ranked first in saw
sales in 1957.

"Previously we had relied largely
on local newspapers, farm journals
and national magazines to sell our
products," Mr. Halperin states.

"We had, however, been thinking
about radio tor quite some time, so
that when we drew up plans to bring
our new Zip model into the market
last August we decided that the
moment had come to include the
sound medium in our budget," he
explains.

Mr. Halperin states that Homelite
and its agency, Sutherland-Abbott,
Boston, believed that radio could

help sell Zips to the special types of
persons in the market lor one-man
chain saws.

"The Zip," he explains, "is made
principally for farmers, fishermen,
campers, hunters and ranch owners
— as opposed to the heavier models,
also made by Homelite, that pro-
fessional lumbermen employ.

"The saw is the lightest of its
type (weighing approximately 18
pounds) and is more than powerful
enough to do the jobs required by
these men," Mr. Halperin declares.
"While we believe it is the best saw
of its kind on the market, it is not
the cheapest, priced at $169.95. So
we had a real selling job to do."

Early Morning

Wherever possible, Homelite
bought early morning (five to six
a.m.) shows to catch the farmer be-
fore he started his day's work. Farm
director programs were preferred
because of the prestige these men
enjoy among the agriculturists in
their areas. Homelite also hoped to
pick up listeners among sportsmen
who are often out driving in the
early morning.

"We selected one station per mar-

ket on the basis of both power and
the following of the jxirticular farm
director," says John Spafford, associ-
ate account executive at Sutherland-
Abbott.

"The campaign consisted of two
weeks on the air and one week off,
with 250 Homelite dealers support-
ing the schedule with spots of their
own. The dealers often bought ad-
jacencies to our own spots to give
the national commercial local iden-
tification. In addition, while we
were off the air they frequently
bought time both on the station se-
lected by Homelite and on other sta-
tions in the area," he says.

In addition to its 2,600 dealers,
Homelite has 70 branch offices across
the country, many of which similarly
aided the parent company's radio
usage. (The branch and district of-
fices sell Homelite products to both
the consumer and the franchised
dealers who usually carry many
types of farm equipment in addition
to saws.)

Many of the dealers, Mr. Halperin
reports, because of the results of the
campaign, continued to use radio on
their own for the following 13-week
period, now in progress.

V. S. RADIO • January 1959

NAB LIBRARY

Charles E. Brown, account executive.

Dealers and branches are free to
initiate whatever advertising they
wish in behalf of Honielite, and are
allowed l)y the parent company up
lo one percent of their sales in co-
operative advertising money.

There were several indications,
according to Mr. Halperin, of the
success of the radio campaign. For
example, as soon as it got into full

John S. Spafford, account executive.

swing, dealers started to re-order
Zips at an unusually rapid rate.

Also, in a contest among salesmen
in district offices to see who could
sell the most Zips, 22 out of 25 dis-
tricts went over their quota with
some districts not reporting as yet.
Between 85 and 90 percent of these
sales were made to dealers, states Mr.
Halperin, and the average sales per-

centage is now at 11 1 percent of the
quota.

According to .Sutherland-Abbott's
Mr. Spafford, one of the Ijiggest fac-
tors in the campaign's success was
the merchandising and promotional
support given by the stations to
Homelite.

"1 lie stations went all out for us,
A\ iih at least half of them sponsoring
contests for us in addition to our
spots," he says. "The farm directors
were also very cooperative, appear-
ing for us at fairs and discussing Zips
Avith many individual farmers in
their areas."

The contests varied as to type, but
the prizes were always free Zips
given by Homelite.

One of the most popular versions
was tlie "Why I'd like to own a
Homelite Zip saw" contest, with
entry blanks available at the local
dealer. A typical spot — this one run
by WDBJ Roanoke, Va. — went like
this:

Men— if you could use a
chain Zip saw that does a
day's work in minutes, you'll
be interested in the WDBJ ra-
dio Homelite Saw contest, the
prize a chain Zip saw worth
$169.95. Just look in the
yellow pages of your phone

li:!llllllllllllllllllllllllllll!llllllllllllllllllllllll!!lllll^

Homelite's Radio Campaign

Portland, Me.

WCSH

Lewlston, Me.

WLAM

Bangor, Me.

WLBZ

Burlington, Vt.

WCAX

Boston

WBZ-WBZA

Hartford, Conn.

WTIC

BInghamton, N. Y.

WNBF

Schenectady, N. Y.

WGY

Syracuse, N. Y.

WSYR

Harrlsburg, Pa.

WHP

Philadelphia

WCAU

Richmond, Va.

WRVA

Roanoke, Va.

WDBJ

Savannah, Ga.

WSAV

Jacksonville, Fla.

WMBR

Orlando, Fla,

WDBO

Live Oak, Fla.

WNER

Detroit

WJR

Escanaba, Mich.

WDBC

Paul Bunyon Network

(Michigan )

Traverse City

WTCM

Petoskey

WMBN

Cadillac

WAAT

Alpena

WATZ

Gaylord

WATC

Louisville, Ky.

WKLO

Cincinnati

WLW

Chicago

WLS

Madison, Wise.

WKOW

Peoria, III.

WMBD

Green Bay, Wise.

WBAY

Minneapolis

WCCO

Duluth, Minn.

WEBC

Kansas City, Mo.

KMBC-KFRM

Tulsa, Okla.

KVOO

Ft. Worth

WBAP

Houston

KPRC

Seattle

KING

Spokane, Wash.

KNEW

Portland, Ore.

KEX

La Grande, Ore.

KLBM

Klamath Falls, Ore.

KFJI

Bend, Ore.

KBND

Sacramento, Calif.

KFBK

Fresno, Calif.

KFRE

Wheeling, W. Va.

WWVA

Charleston, W. Va.

WCHS

Buffalo, N. Y.

WBEN

Raleigh, N. C.

WPTF

Charlotte, N. C.

WBT

Knoxvllle, Tenn.

WNOX

Memphis, Tenn.

WMC

Nashville, Tenn.

WSM

Little Rock, Ark.

KARK

New Orleans

WWL

Shreveport, La.

KWKH

St. Louis

KSTL

Jefferson City, Mo.

KLIK

Hannibal, Mo.

KHMO

Decatur, III.

WDZ

Omaha

KFAB

Des Moines

WHO

Montgomery, Ala.

WBAM

Atlanta

WSB

lllDIIIIIIIUIIIIIIIIIIIIIIIIIIIlllllllllllllllllllllllllllllllllllllllllllli^

U. S. RADIO • January 1959

An example of the many contests held by radio stations is this one by WSB
Atlanta. R. A. McMillan (I), station farm director, and E. W. McClellan
(second from I), Homelite district manager, present a new Zip to winner of WSB's
contest, A. S. King. At far right is Tom Ross, Homelite dealer of Buford, Ga.

book for the nearest Homelite
dealer, get your entry blank
and fill it out. You could be
the winner.

After the contest, whidi was
judged by the station, had l)cen de-
tided, (he winner was olten inter-
viewed in a testimonial lor Homelite
by the farm director.

Other types of contests included
farm safety competitions and wood
cutting matches, fn several instances,
the contests generated such local
iinerest that stations took over
their town auditoriums for the pres-
entation of the saw and broadcast re-
motes covering the event.

The huge job of coordinating sta-
tion, dealer and branch efforts with
those of the parent company in both
contests and the spot campaign was
undertaken by the agency, which
especially encouraged the dealers
and farm directors to exert them-
selves on behalf of Homelite.

Charles Brown, accoinit executive,
headed these activities with the as-
sistance, among others, of Mr. Spaf-
ford and Miss Joanne Barbour, as-
sistant radio-tv director.

Local Touch

Included in its efforts, the agency
provided dealers with several types
of locally oriented commercial copy
to be used in conjimction with the
parent firm's singing commercial,
which follows:

You should see the saw
The Homelite Zip saw —
it's the handiest,
dandiest, most economi-
cal, most dependable
saw you've ever seen.
If you're a rancher,
farmer, camper or
hunter, you will surely
agree

The Homelite Zip saw is
the handiest, The
Homelite Zip saw is the
dandiest chain saw you
ever did see.

Dealers used the jingle in two
versions. The first was 36 seconds
long, introduced by announcer copy
also on the disc. The other 24 sec-
onds comprising the minute spot
were filled in by the local announcer
or farm director. The second version
was 15 seconds long and consisted of
the last phrase of the complete com-

mercial. Dealeis chose on the basis
of the length of time they wanted
for their local announcement. Two
dealers in neighboring cities woidd
often buy joint commercials.

In addition, Sutherland-Abbott
provided a clearing house of infor-
mation about the various contests
enabling stations and dealers to
choose those best suited to their own
customers and sections of the coun-
try.

"Our use of radio — both in the
commercials and the supporting con-
tests— has been most satisfactory,"
declares Homelite's Mr. Halperin,
"and we believe radio's futme with
us is bright.

"The sound medium's flexibility
and the believability of words spoken
by a respected personality are two
qualities that make it siutable for
Homelite. Another factor is that in
outlying farming areas where news-
papers often fail to reach, almost
everyone does have a radio. In this
way we feel that in some cases we
are able to contact persons who are
difficidt to reach with other media."

An example of the specific pro-
grams and times used by the parent
company in its campaign and con-
tests are: Farm Front, 6-6:30 a.m.,
Mon.-Fri., with Harry Hinkley over
^VHP Harrisburg, Pa.; Rural Digest,
5:45-6:30 a.m., Mon.-Fri., with Amos

Kirby over WCAU Philadelphia;
Farm News, 5:50 a.m., Mon.-Fri.,
\\ ith Dean Adams over WNBF Bing-
hamton, N. Y.; Chanticleer, 6:15-
7 a.m., Mon., Wed., Fri., with Don
Tuttle over WGY Schenectady, N.
v.; R.F.D. Time, 5-7 a.m., Mon.-Sat.,
with Deacon Doubleday over WSYR
Syracuse, N. Y.; Choretime, 6-6:45
a.m., Mon., Wed., Fri., and Every-
body's Farm, 11:30-12 noon, Tues.
and Thurs., Avith Bob Miller over
WLW Cincinnati, and the Red Kirk
SIiozc, 5-6 a.m., Mon.-Fri., over
WKLO Louisville, Ky.

Homelite was started 30 years ago,
not as a saw firm, but as a manufac-
turer of generators to light the home
— hence the company name. The
firm's current president, J. Allan
Abbott, who is also an engineer, was
instrumental during Homelite's ear-
ly days in improving the generator's
design and increasing company sales.
In 1949, Homelite adapted its en-
gine to produce its first chain saw
and has been striving ever since to
make the world's lightest, speediest
and most efficient models for all pur-
poses. The firm continues to pro-
duce generators.

Homelite, through this initial ra-
dio trial, is more than convinced of
the medium's ability to sell a rela-
tively high-priced item to a special-
ized audience. • • •

U. S. RADIO • January 1959

1959 Commercials

Trend continues
in favor
of music.
Humor to
stay but with
more sell

Hard Sell With

» What's lhal lunc you're
W humming under your
breath?

Could be it's not on the jukebox
or in your record collection and no-
body sings it at the Met, but it's a
"hit" nonetheless — the latest singing
commercial to catch your fancy.

Is it selling the product?

That's a question which prompts
provocative comment from creative
directors at five major advertising
agencies reportedly having a com-
bined total of $46.7 million in radio
billings.

In interviews with key creative
people at J. Walter Thompson, Mc-
Cann-Erickson, Kenyon &: Eckhardt,
Foote, Cone & Belding and Erwin
Wasey, Ruthrauff & Ryan, u. s.
RADIO has tuned in on a lively dis-
cussion of trends (timewise and
stylewise) for commercials in 1959.

The consensus: Music is first on
the advertisers' hit parade. Humor,
on the upswing for the past several
years, will continue to grow in usage
— but with a difference. All in all,
there will be increasing "hard sell"
with a velvet touch.

Timewise, minutes are the main
choice as music becomes increasingly
a prime ingredient. With radio

growing in demand as an advertising
buy, availabilities will of necessity
determine length to some extent, but
as one agency spokesman says,
"The best commercial will always
be the one that's long enough to
do the job required."

Expanding on the theme of music,
agency people estimate "harmony
will prevail" in two out of three
commercials this year. Emphasis will
be on quality production, under-
scoring the selling message with
everything from the voice of a top
recording star singing in your ear
to a 35-piece orchestra thrumming
unobtrusively in the background.
JWT experts go so far as to predict
cha-cha will be the rhythm for 1959
commercials — the agency has con-
ducted its own research of the popu-
lar music field, and concludes that
cha-cha and other Latin American
beats will boom to peak sales next
month. Commercials, the agency
believes, will follow the maracas soon
after.

Regarding humor, representatives
from the five agencies believe the
light-hearted approach typified by
such characters as Bert and Harry
(for Piel's Brothers beer in the

U. S. RADIO • Januar>' 1959

07W Those friendly F/y,-

°ll the way . . . ' O^fcUen treat y-

Sood /;ke a cigarette shooed

dry cracker. Sfarf with the top tobacco, grade A~] ,

Velvet Touch

East) is due for a shift in emphasis
— away from subtlety toward a posi-
tive identification that gives the
laugh a secondary (and purely sup-
porting) role to the merchandise.
"Off-beat" humor, according to the
interview-ees, has lost its impact and
must make way for a new approach
to selling the product.

Emphasizing the role of music,
Joe Stone, vice president and a copy
group head on the Ford account,
JWT (an agency that last year put
an estimated .512 million into radio
billings) , declares: "There's hardly
an advertiser w ith our company who
wouldn't prefer to use a musical
commercial in preference to any
other kind, except in the case where
there's a complicated story to tell —
and even then we've used music as
a backdrop for straight narration.
From 90 to 95 percent of the clients
at our New York office use jingles.

"In my opinion, singing commer-
cials of high musical quality, well
arranged and well produced, will
become more and more prevalent in
1959, with cha-cha as the most popu-
lar beat."

Says Margot Sherman, vice presi-
dent and chairman of the creative
plans board at M-E (with an esti-

mated $15 million in radio billings
in 1958) : "We regard music as an
important creative element which
can he used as deftly and with as
much impact as visual art. We're in
the rather luiique position of having
a number of people on our staff who
Vi'rite both ^vords and music — they
think in terms of music in pro-
ducing Avell-integrated, purposeful
singing commercials.

"The trend is definitely continu-
ing toward music, which has the
qualities of impact, memorability,
mood and emotion so important in
a selling message."

Says Marjorie Greenbaum, vice
president and copy group head at
FC&B (with a reported $7 million
in radio billings) : "\ great attempt
has been made at humor recently,
too — -there was a definite swing to
it about a year ago, stemming in
part from the listeners' appreciation
of the 'Titus Moody' series for Pep-
peridge Farm products.

"The trend is always toward some-
thing that's really good. The danger
is in following a copy trend to be
fashionable rather than designing a
commercial to fit a particular prod-
uct and problem."

Says Doug MacNamee, vice presi-

dent and radio-tv creative director
at EWR&R (with 1958 radio billings
estimated at $5.5 million) : "Music
has special advantages — and limita-
tions. Using an established tune,
and using it with originality, can
stretch a limited budget, carry gieat
emotional and recognition impact
for a particular age group or region,
and relate the product to an estal>
lished theme or mood. It can also,
if handled tritely, be useless as a
selling tool.

"Music is being used increasingly
to back the whole commercial — and
sound effects are due for more and
better application."

Says Howard ^Vilson, vice presi-
dent and copy director, KR:E (which
last year placed an estimated $7.2
million in radio advertising): "Sing-
ing commercials are becoming so
predominant that we're getting a
little tired of them. Music is mem-
orable— up to a point. But with so
many commercials being sung now,
and more jingles in the offing, the
time may be ripe for speaking.

"The style of humor has become
cliche, too. The 'off-beat', which
most creative people like to write,
has become 'on-beat' because it's so
common. Oiu- problem is to con-

U. S. RADIO • January 1959

struct each ( omiiieic ial as iniagiiia-
lively as possible so that it is Iresh
and different and nienioraljle and

I scllirio- — whether musical, huniorons
or narrative."

Taking xip Mr. Wilson's question
ot whether the recent lunnhers ol
humorous commercials serve a sell-
ing purpose or just echo one another,
Miss Grcenbaum comments that oc-
casionally they come perilously dose

1 to making liui ot the protlucl and its

Joe Stone Margot Sherman

J. Walter Thompson McCann-Ericlcson

salesmen.

"Some writers are forgetting the
product image," adds Tom McDon-
nell, director of broadcast plaiming
at FCR:B. "Their humor may enter-
tain, but does it prompt someone to
buy? Most people don't joke about
spending money. '

Using the Titus Moody conuuer-
cials as an illustration of sound use
of humor, he points out that the
listener is amused by Moody's char-
acter but at the same time gets the
impression he's an expert on farm
products. ".As an astute farmer, he's
identified with the milk, butter and
flour which go into Pepperidge Farm
baked goods," Miss Greenbaum e.x-
plains. "And although he obviously
underestimates the city dweller's ap-
preciation of flavor and food values,
the people who bake the bread
don't. Moody's humor in every way
points up the quality of the product
and producer."

FC&B doesn't use "humor per se"
in commercials, Miss Greenbaum
says. "We take each problem as it
comes along. If the solution re-
quires humor, we use it."

.Mr. Stone believes that "talking
conmiercials" will more and more
endiody humor directly related to
selling the product, and cites the
use by Ford of Ed Gardner's familiar
phone chats with Duffy. "In a forth-
coming ccjmmercial, for instance,"
he says, "the comedian will describe
a styling feature by pointing out
that the roof of a Ford shields the
passenger from the sun, while a com-
petitive mcxlel 'lets you bake like a
peasant imder glass.' "

.Ml gocjd creative people know the
value of humor, Miss Sherman main-
tains. "Well done, it's telling and
imiversal in appeal — like the Will
Rogers variety," she continues. "But
that kind of humc^r takes a vei y
skilllul hand to fashion. And in ad-
vertising it must also answer the
selling objective.

"What is 'good advertising'.^ OI>
viously it's the kind that helps a
client solve some of his problems.
The objectives can change tremen-
dously over the years to cope with
introducing the product, meeting
the competition and tackling all
other problems of marketing that
affect sales.

"There is no formula [or creative
thought in meeting the needs of any
client."

Bringing the subject back to
nuisic, Mr. MacNamee describes the
evolution of an EWR&R singing
commercial for KLM. "A survey in-
dicated that Americans have a warm
feeling for Holland, associating that
country with a friendly atmosphere,"
he says. "We wanted to develop the
same feeling for KLM, so we related
the commercial directly to Holland
by opening with barrel organ music
recorded in the streets of Amster-
dam. The copy refers to "friendly
music, friendly people." Lyrics keyed
to the Dutch tune point out that
KLM is 'the Royal Route to ev'ry-
where' and wind up assuring the
listener that 'those friendly Flying
Dutchmen treat you well.' "

(Mr. MacNamee, incidentally,
wrote both the American-adapted

uuisic and the lyrics lor this coiii-
luercial.)

Gone are the days, Mr. Stone says,
when a recording group marched
into the sound studio and prcKluced
a singing connncrcial with only a
lead sheet as a guide.

"We've learned a great deal from
the recording peoj>le," he points out.
"Singing commercials today are fre-
quently fine recordings, ccjmjjarable
in technique and production to the
ones you buy and take home.

"Notice the use of 'musical figures'
in a good singing commercial — just
one of theainal lessons we've learned
Ircjm recording arrangers. For in-
stance, 'Winston tastes good like a
(plink, plink) ' — that instrumental
plink-plink is as important as words
in the whole composition. It gives
the listener's mind time to 'take a
breath.' "

Regarding cpiality, Mr. Stone
mentions Ford's use of Mitch Miller,
Percy Faith and other leading musi-
c ians in recording its commercials.
For a complicated straight narrative
on Ford's economy features, the
agency called in a 35-piece orchestra
just to play a special arrangement
"imder" the speaker's voice, thereby
"lifting an anncjuncement that might
have sounded heavy to a bright cjual-
ity plane," Mr. Stone says.

Anticipating cha-cha as the rhyth\n
for 1959, Ford will soon release a cha-
cha tempo commercial to take advan-
tage of the rhythm's popularity. "In

Marjorie Greenbaum Tom McDonnell

Foote, Cone & Belding Foo+e, Cone & Belding

this business we sometimes have to
predict what the record industry
itself doesn't yet know," Mr. Stone
adds. "We were auditioning cha-cha
times more than a month ago. What
tipped us off was the kids' torrid
interest in this beat versus 'rock.' "
Turning a slightly deaf ear to
singing commercials, Mr. Wilson
considers them overworked — but ex-
pects they'll be used even more wide-

U. S. RADIO • January 195£

Doug MacNamee Howard Wilson

EWR&R Kenyon & Eckhardt

ly ill the coming ycai. "A jingle (;in
be the easy way onl lor an agen-
cy's creative people, ^vho write a
brief copy platform and then call in
the jingle writers to carry it Irom
there," he contends. "When music
is the best possible way to convev a
picture in sound, of course it should
be used; otherwise, no. Radio
shouldn't be categorized as a music
medium — it is a great channel lor
conversation, for skillfully directed
sounds of many kinds."

A problem each copywriter must
solve, he believes, is how to keep
from getting so involved with tech-
niques that he forgets to write.

Taking the idea of creativity a
step further, Miss Greenbaum and
Mr. McDonnell define the good
copywriter as both a "thinker" (with
ideas about what to do) and a
"showman" (with ideas about how
to do it). "Basic thinking must come
first," they point out. "You don't sit
down for a copy session and say 'Let's
use a sound effect' and then try to
adapt the problem to suit it."

At FC8cB copywriters work " in
depth" on accoinits, writing for both
broadcast and print to provide what
the agency considers a more cohesive
campaign.

Miss Sherman describes the copy-
writing process at M-E as combining
all-around and specialized skills "de-
pending on the talent of the people
involved." Some copywriters produce
only broadcast material, others do
only print, still others do both — the
original idea comes from "any locale,"
and the pattern is set in advance by
the creative plans board to achieve a
unified campaign, she says.

As an instance, she refers to the
Chesterfield "Men of America" series.
"We planned the theme song for use
in both broadcast and print. Radio
showcased the music, television
dramatized it and print picked up
the television frames anci ran the
words of the music underneath."

Agiccing ill. II llic iciigili III (oiM-
iiici(ia!s is Iciidiiig iiioic lo iiiiiuili's,
llic agciuy j)(i)j)!c .idd ilicsc (om-
iiienls:

Wilson; " I iiiu' is Irecpiciil ly
di(lalcd by a\.iiial)ililics. Xatuially
llic i)est ( omiiu 1 ( i.i 1 is ilu' one dial's
long enough to do liie job— and
(•\en (i's, (an do a great job, depend-
ing on the < ii ( iiiiisi.iiK cs."

Mr. Stone: "A iiuisical (ommercial
generally recjuires the lull luinuir
for proper effect. I lic jingle has
grown up into a legitimate "musical
miinite' that provides its own setting,
which is particularly important for
the majority of announcements not
built into special programs. "

^fiss Greenbaum and Mr. M(-
Donnell: "Minutes will (onlinuc to
be used by prac tically every advertiser
except by someone so well estab-
lished his product needs only a re-
minder. An ID serves as an 'outdoor
]josler' for the ear. The explanation
lequired for most new products can't
be given in less than a minute. "

Mr. MacNamee: "When it comes
to saturating radio, shorter commer-
cials can be very effective but they
need to be tied in with longer ones.
Most products need the full treat-
ment of a minute; an outstanding
exception is Sinclair."

Miss Sherman: "The tremendous
resurgence of radio in recent years
makes it one of the best buys avail-
able. Obviously our agency is not
the only one aware of this, and as
more and more commercials go on
the air the creative person's problem
becomes more and more 'How can I
get people to listen to ?7?v copy?' The
answer requires ingenuity and im-
agination."

Ending the discussion on as pro-
vocative a note as it began, Mr. Wil-
son sums up: "Actually we knew
more about how to use radio before
the advent of television than we do
now. We must go back and redis-
cover — literally rediscover — this
medium, one of the most wonderful
in the world. Suppose, for example,
television had been invented first and
then somebody got a great idea —
why not television without pictures?
It would be cheaper, and there'd be
more concentration on sound.

"Now, what's the best way to use
it?"

That's one tune a growing number
of creative people are humming
under their breath.* • •

'Reverse
English'

Kxpci iiiii-iiiiii;^ with a new ap-
liroacli III coiiy, 'i'ilil^ & Caul/ a<l-
vcilisin}; ajiincy in l.o-. Aiinr-Nrs has
inlruiliKctJ what it calls a "ncgalivr;-
|iii-iiivi-" rDiiimiTcial.

F: "■()iii |iiir|i()-c." says Marvin >.

ly Cantz. aficiiry (lartner, "is to 'talk'
to the consumer in rpalistir terms.
We may admit that the product is

y not the eighth woniier of the world,

L: that it is not intended to he all things
to all people. But wp will immedi-
ately counter with proof of what
makes the product better under spe-

== cific conditions."

m As an example, he cites T&C's

S current campaign for a California

I radio station which plays up the fact
g that some people (cool characters
J and teenagers) dont listen to that
g particular station — instead, its audi-
S ence is stable, adult, mature, with
g buying power.

II "We have rather strong feelings at
g T&C about the use of humor in radio
g advertising," Mr. Cantz continues,
g "and we approach it with extreme
I caution. We are aware that the
g humorous vein is quite voguish at
g the moment.

[ "True, most people enjoy a good

g laugh. But this, in our opinion, can

P be dangerous in advertising — unless

= the humorous techniciue is carefully

B (very carefully I welded to a sound

g and compelling reason to buy the

M product."

= With so many demands on the

g consumers' dollar, the agency be-

g lieves. there are relatively few in-

g stances today where customers won't

g give serious consideration to the

g comparative value of the products

g they buy — and they seldom make

g their buying decisions on the

g strength of a joke.

g "We might suggest, however, that

g radio copy make better use of its

g priceless ingredient — the spoken

g word." Mr. Cantz says. "This is

g radio's decisive advantage over

= printed media.''

g A voice with "convinceability" —

g one that is easy and natural —

g coupled with a negative-positive copy

g approach generates a great deal of

m confidence in the product, he con-

B eludes.

U. S. RADIO • January 1959

Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli^

I TIME OF SHOPPING in food and Grocery Stores |

g (figures expressed as the percent of all housewives.) M

AVERAGE DAY, Mon-Thu

AVERAGE DAY, Fri-Sat^

2.9%

11.21

13.1

15.5

12.7

(excl. Thursday) 4.4 1

Before
10:00 AM

10:00
12:00 NOON

12:00 NOON
2:00 PM

2:00-4:00
4:00 - 6:00
After 6:00 PM

12.8%

13.5

163

11.3

|9.9 (iricl. Thursday)

= *ln view of the survey technique utilized in this study an average day includes the 24-hour period ending at b p.m. (e.g., i
1 Thursday actually covers Wednesday 6 p.m. — Thursday b p.m.). WOR-Pulse metropolitan New York study. §

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^

Radio: The Way to Food

Sound medium closest to shopper at time of marketing, study shows.
Buying is spread throughout week, not just on weekends

Advertisers who have gone
aloiio with the traditional
belief that Thxnsday night
print ads are the best way to reach
the majority of grocery shoppers are
in for a double surprise.

A dual survey of housewives' shop-
ping and listening habits not only
explodes the time-honored theory
that most food shopj^ing is done on
weekends, but also declares that
more than twice as many housewives
listen to the radio as read newspapers
prior to going shopping.

This evidence further supports the
latest Videotown findings which
show vastly increased radio listening
among housewives.

Commissioned by WOR Ne^v
York, The Pulse Inc. interviewed
1,086 housewives, a sampling of the
4,367,000 who spend S102,144,130 in
food and grocery stores each week in

the 17-county area comprising metro-
politan New York.

The study reveals that 73.7 percent
listen to the radio on an average day
prior to shopping compared with
35.1 percent who read newspapers
before marketing. These figures
partially result from the fact that
many housewives read the news-
paper in the evening after shopping.
As a consecpience, radio enjoys a
tremendous advantage over print
when shopping is related to media
exposure, the survey states.

It also points out that in using the
sound medium to sell the shopper,
advertisers would achieve greater
impact by spreading their buys
throuohout the week instead of
launching them up at week's end.
Over one half of all housewives shop
each and every day, the study says:
54.7 percent market on an average

day Monday through Satuiday; 53.9'
percent shop Monday through Thurs-
day, and 56.4 percent buy Friday and
Saturday.

Radio does an excellent job of
reaching these prospects throughout
the week, the Pidse analysis affirms,
and, most significantly, reaches them
shortly before they shop. Nearly
half of all the housewives listen to
the radio within three hours prior
to doing their marketing: 16.6 per-
cent listen within a quarter hour of
marketing compared with 4.7 percent
^vho read a newspaper; 24.7 percent
tune in one hour prior to shopping
while only 9.1 percent scan a paper;
36 percent have been exposed to
radio within two hours of buying
while less than half that figure — 15.4
percent — have been exposed to news-
paper ads; 46.7 percent have listened
to the radio within three hours of

U. S. RADIO • January 1959

RADIO

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

Exposure to RADIO and NEWSPAPERS
PRIOR TO FOOD SHOPPING on the Average Day

(figures expressed as the percent of housewife shoppers)

NEWSPAPERS

16.6%

I Within 1/4 HR ■4.7%

24.7

1 HOUR

19.1

36.0

2 HOURS

15.4

46.7

3 HOURS

19.2

73.7

lllillllilllillliiillllllllllllllillllllllllllillllliillllllli

■■^^^^^■a Anytime

^^^^^^^^ During Day

Source: WOR-Pulse metropolitan New York study.

iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^^

Shopper's Heart

marketing as compared with a 19.2
percent readership for newspapers,
the study shows.

Radio's high listenership among
housewives has also received a recent
testimonial in the Videotown report
of Cunningham & Walsh Inc., New
York (see Report from Agencies,
December 1958) . According to
Gerald Tasker, vice president
and director of research for C&W,
the "return of housewives to morning
radio listening is the biggest news in
Videotown this year."

On the five weekday mornings,
Mr. Tasker declares, the average
housewife listened last year for a
total of five hours and 48 minutes, a
109 percent increase over 1957.

All times of the day, however, ac-
cording to WOR's survey, are good
times to sell the food shopper be-
cause women spread their grocery
buying throughout the day.

On an average day Monday
through Thursday, 2.9 percent shop
before 10 a.m.; 11.2 percent shop
between 10 a.m. and 12 noon; 13.1
percent market between 12 noon
and 2 p.m.; 15.5 percent shop be-
tAveen 2 and 4 p.m.; 12.7 percent buy

between 4 and 6 p. m., and 4.4 per-
cent (excluding Thursday) make
their purchases after 6 jj.m.

On an average day, Friday and
Saturday, the Pulse concludes that
2.8 percent shop before 10 a.m.; 9.9
percent market between 10 a.m. and

12 noon; 13.5 percent buy between
12 noon and 2 p.m.; 16.3 percent
shop between 2 and 4 p.m.; 11.3 per-
cent market between 4 and 6 p.m.,
and 9.9 percent (including Thurs-
day) go to grocery and food stores
after (> p.m. • • •

Videot-own on Radio Lisfening

Housewives

% Listening

1958

1957

Morning ...

44%

30%

Afternoon :

Evening

All Day

Avg. Hrs./Days When Listening

Morning

2.65 hrs.

1.85 hrs.

Afternoon __ ...

1.46

1.38

Evening

1.16

1.17

All Day

2.90

2.16

Avg. Hrs./Week (5 Weekdays)

Morning

5.80 hrs.

2.78 hrs.

Afternoon

.. 1 .30

1.12

Evening

.80

1.01

Ail Day

7.90

4.91

Source: 1958 Videotown Report by Cunninghan-

& Walsh Inc

Report covers in-home listening only.

U. S. RADIO • January 1959

focus on radio

A Quick Glance At People, Places

And Events Around Radio-Land

THE HIDDEN CLUES to the whereabouts of
the KAKC Tulsa hidden $15,000 bank draft are
placed in a local bank vault deposit box by
Tulsa Chamber of Commerce President Russell
Hunt (left) and Mayor James L. Maxwell.
Clues were aired daily tor area contestants.

SENATOR AND STUDENTS discuss the integration problem as part of the ^"p^U
Philadelphia series, Umvenlfy Round Table. Senator Joseph S Clark (D-Pa. , at
far right, answers questions posed by three undergraduates of Haverford College^
Also participating are (far left) George Lord, WCAU commentator and host of
the program and Dr. Ira Reid (center), Have.-ford political scence department.

HIGH LEVEL GREETING is given to Duncan
Mounsey (top), executive vice president and
general manager of WPTR Albany, N.Y., by
Mayor Fred Bauer of Colonie, N.Y. They re-
named a five-mile stretch of the Albany-Sche-
nectady road when WPTR moved studios and
facilities to Colonie, an Albany suburb.

4r,

RADIO-ACTIVE ROBOT, a chao named Oom-A-Gog, stalks
the streets of Jack onville, Fla., to promote WMBR as "the
liveliest space" since outer space. Earthlings at local high
schools are treated to flying (45 rpm) discs wherever the
magnetic station personality appears. He also is representing
WMBR at the Greater Jacksonville Fair and other events.

A FEMALE FIVE called the Texas Cowgirls humbles an over-
matched disc iocltey team from WILS Lansing, Mich., before
5,100 persons jammed into the Lansing Civic Center on a very
snowy night. On the card, too, was an exhibition by the Har-
lem Globetrotters. Final score: Cowgirls 42 and DJ's 28.

PET KEYSTONE PROJECT is planned as executives of Keystone
Broadcasting System, client, agency and station map out annual
"Pet Milit Grand Ole Opry Talent Contest." Meeting in Chicago are:
(foreground, left to right) Edwin R. Peterson, Keystone senior v p..
and Dick Peterson, Keystone acct. exec. Clockwise from Edwin Peter-
son are: Robert Cooper, WSM Nashville gen. mgr.; Ray Morris, asst.
ad. mgr. of Pet Milk; Ralph Hartnagel, dir. of promo, and adv..
Gardner Advertising Co.; Sidney J. Wolf, Keystone president; Earl
Hotze, Gardner acct. exec, and Dee Kilpatrick, WSM prog. mgr.

SECURING SEATTLE SEDAN, Joe Maguire of
Botsford, Constan+ine & Gardner, Inc., ad
agency (third from left) receives keys to door
prize (a Karmin Ghia) at the Columbia Em-
pire Radio Stations' luncheon. Affair marked
the formation of the group for sales. Members
include (from left) John Matlock, KOZE
Lewiston, Ida., owner; Jack Goetz, KIT Yakima,
Wash., vice pres. and gen. mgr.; Mr. Ma-
guire; Wynn Cannon, commercial mgr., and
Dale Woods, gen. mgr., KUEN Wenatchee,
Wash.; Wally Reid, KORD Pa co, Wash., gen.
mgr.; Hugh Feltis, Seattle, who represents
group, and Arch LeRoux, KHIT Walla Walla,
Washington, president and general manager.

SIGN OF SAFETY is displayed in London, O.it., by CPFL per-
sonality Allen Mitchell (second from right) in the form of
an "Elmer the Safety Elephant" banner. Helping are (left to
right) Cheryl Hart of school safety patrol. Constable Fred
Cronkite and Chief Gordon Stronach of London Township po-
lice. CPFL was commended for role in school safety program.

GETTING THE POINT from WWJ Detroit Assistant General
Manager Don DeGroot (left) at the station's new sales pres-
entation in New York are (left to right): Bob Boulware and
John Ennis of Bryan Houston Inc., and Robert H. Teter, vice
pres. and director of radio at Peters, Griffin, Woodward Inc.
The colorslide and tape outlined WWJ's sound and services.

TWO!

WXyz-radiO doubles its cover-
age of detroit with ttie addition of
anotlier mobile studio !

Three years ago WXYZ kicked off an entirely new concept of radio
broadcasting ... a studio on wheels . . . originating regularly scheduled
programs from Detroit's busiest intersections.

This dynamic broadcasting technique has become so much a part of the
"listening life" of Detroit that WXYZ has added another studio on
wheels . . . doubling its mobile coverage of the "City on Wheels."

In addition to its two mobile studios, WXYZ broadcasts regularly scheduled pro-
grams from 3 permanent booths located at major suburban shopping centers. A
total of 9 hours of broadcasting per day originate from these remote studios.

wxyz-radio 11270 Detroit

'DETROIT'S MOST MOBILE STATION"

AMERICAN BROADCASTING CO.

U. S. RADIO • January 1959

hometown USA #^

• Commercial Clinic ^^

• Station Log JV

• BPA Memo

(Local Promotion) ^^"^^

• Radio Registers

Radio Brightens Sales
For Two Paint Firms

Los Angeles and Detroit companies
devote major portions of ad budgets
to radio. Increased sales result

The paint-speckled fellow
\vho's refurbishing his own
home "hears" color loud and
clear long before he's sampled the
turpentine. The evidence is sul)-
mitted by two paint companies, one
in Michigan and one in California,
whose record sales figures for the

past year indicate the man with the
brush is "buying by ear," too.

Each of the firms — the Victor
Paint Co. of Detroit and the Na-
tional Paint & Varnish Co. of Los
Angeles — is spending a large chiuik
of its advertising dollar in radio
time. Each is coupling this expendi-

ture ^\■ith special promotion and
merchandising features. And each
has been experiencing a continuing
growth in sales during a period that,
according to National's president,
Melvin Spellcns, has been marked
by "an industry-wide decline of 20
percent."

In the case of National, 45 percent
of its advertising budget of almost
$100,000 is allocated to radio; in the
case of Victor, the figure is 60 per-
cent of a budget exceeding § 1 00,000.

E^ntil last spring, X'ictor was a onc-
oiulet firm known, principally to
professional painters and decorators
in the Detroit market area, as a whole-
sale source. Then in April the com-
pany's yoiuhful president, Harold
Victor (he's only a few years older
than his 29-year-oId firm) , opened
an expansion progiam that within
two months had added to the parent
establishment a network of five re-
tail paint and wallpaper centers in
and around Detroit.

Since its first new outlet opened
April 9, 1958, Victor Paint Co. has
saturated Detroit's sound-waves to
the tune of 60 percent of its adver-
tising budget, over stations WXYZ
and foreign-language 'W'JLB. Spot an-

U. S. RADIO • Januarv 1959

HOMETOWN U.S.A.

nouncements all clay, every day over
WXYZ, plus three remotes each day,
including Sundays, have been broad-
cast by station personalities from any
one of the six Victor paint centers.
The remotes originate from within
the center or from one of WXYZ's
mobile units parked oiuside, and
rotate to cover each location in suc-
cession.

Time scheduled over WJLB is
aimed at the large Polish j)opulation
smrounding one of Victor's biggest
new outlets. Station personality
Eugene Konstantynowicx figures
prominently in this portion of Vic-
tor's advertising.

Within foiu' months after the first
opening, when Vic tor Paint appeared
to he ajjproaching the sale of its
millionth retail gallon of paint, the
company and its agency, Stone &
Simons, set about informing Detroil-
ers via spot anncnuu ements and
remotes on WXYZ that the customer
who bought that millionth gallon
would win a host of prizes.

Came the day. With a six-line
telephone hocjk-u]) by which sales
were reported "practically as they
occmed at all six centers," Victor
spotted the winning piachase al^out
to take place at the firm's 7 Mile-
Grand River center.

WXYZ's gaily decorated helicopter
then flew from the main center to
pick up the winners and delivered
them to the store where prizes and
visiting dignitaries awaited them.

A "radioihon" wDuiid up Victor
sales ])i()m()tion activities for 1958
on thanksgiving weekend with a
continuous remote broadcast from
the main store from Friday morning
to Sunday afternocm.

"Victor Paint's record of selling
paint via airwaves is spectacular evi-
dence of the effectiveness of radio
lor sue h a product Avhen used in con-
juiKtion with sound promotional
tcchnicjues," says the Stone &: Simons
agency. "Persons connected with
some of the largest and most active
paint chains in the country had fore-
warned Harold Victor that radio
was not the medimii lor selling paint.
But he proved them wrong." The
agency adds poiiuedly that "all
through this period of lush sales and
niushrooming growth" for Victor,
Detroit was "in the doldrums" eco-
nomically.

Having sold enough paint in fixe
months to cover both sides of a four-
foot fence that would encircle the
earth, Victor Paint Co. says it has
no iiuention of stopping its "air-
brush" techniques now. Carrying on
the radio promotion, Harold Victor
expects within the next year to have
12 or 13 paint and wallpaper cen-
ters in operation.

In Los Angeles, the National PaiiU
& Varnish Co. is experiencing a
similar groxvth in sales and out-
lets while inxesting 45 percent of its
almost S 100, ()()() advertising budget
in radio, using spot annoimcements

over five stations covering the widely
dispersed Los Angeles County area.
Having established a new selling
concept for its product — namely, that
paint can and should sell ycar-around
in the Southern California market
— and having promoted this concept
to the extent of a nine percent sales
increase and 18 new dealerships in
the past two years, the company and
its agency. Tikis & Cantz, find they've
aflfected the advertising habits of
other area ])aint companies.

Radio (including stations KMPC,
KlilG, KLXA, KLAC and KFWB)
is being used both to "apply the first
coat" in National's special promo-
tions, and to carry on the year-
aiound job of identifying for custo-
mers "the only paint specifically
made to take the normal abuse of
the average home."

In 1956, when Tilds & Cantz was
named by National to handle its ac-
count, the agency launched a special
fall promotion, the pattern of which
has been followed each year since.

In 1957, for example, the campaign
opened with a "pre-season" concen-
tration on dealer support followed by
a satuiation of one-minute spot an-
nouncements from September 16 to
November 10 over KAIPC and KBIG.
A "Name the Color" contest with a
wide range of prizes for dealers as
well as contestants drew a total of
10,000 entries, the agency reports — ■
6,500 via coupons picked up at local
paint dealers.

1 ilds & Cantz has recently cont-
pleted its 1958 fall promotion drama-
tizing National's Eye-Fi Colors in a
campaign revolving around "the 10
most fashionable colors in 1959." Re-
sidts of the sales drive were not yet
available as u.s. radio went to press,
but both National and its agency
were hopeful that last-quarter sales
figures for 1958 would rise even
higher than 1957's nine percent in-
crease over 1956.

"Our agency is convinced that
radio, properly balanced with out-
cioor advertising, has a greater audio-
visual impact than television — at
considerably less cost, "Mr. Cantz says.

Radio billings at Tikis &: Cantz
increased in 1958 "by approximatelv
12 percent over 1957," he points out,
and adds, "Our basic philosophy
suggests that we will continne to
lean strongly towards radio. The
medimn will figure quite heavily in
future plans for National." • • •

High-flying paint promotion by Victor used WXYZ air time and cc Ldle
of millionth gallon of paint. Paul Winter (I), WXYZ oersonality, interviews Julian Kuhn
family, award-winning purchasers, while Harold Victor (second from I), paint firm
president, holds lucky gallon whose sale brought prizes, 'copter flight for Kuhns.

U. S. RADIO • January 1959

^ HOMETOWN U.S.A.

commercial
clinic

Balance Between Words
And Music Is Major
Problem in Commercials

"One ol the most difficult jobs con-
Ironting a producer of commercials
today is to maintain proper balance
between the ^vords and nuisic. Now
that musical commercials are being
produced with all the polish of hit
recordings, there is some danger of
the lyrics becoming lost in the fan-
fare," according to Robert E. Swan-
son, president of Robert E. Swanson
Productions Inc., New York.

In the competition among agen-
cies and clients to turn out the most
distinctive commercial of hundreds
making the current radio rounds,
the music has been heavily stressed,
says Mr. Swanson.

As a result, the lyrics — the sales
messages — sometimes do not receive
all the attention they deserve, in his
opinion.

"There has been a pronounced
trend in the last couple of years,"
he says, "toward more complex ar-
rangements and harmonizations plus
larger orchestras and vocal groups.

"Now that the novelty factor of
singing connnercials has worn of?
and everyone is using them, it is
natural for advertising people to
^vant to compensate by making their
commercials as entertaining as pos-
sible," Mr. Swanson explains.

Advertising men and their clients
are willing to spend large sums of
money to create commercials Avith
"hit tune quality," the producer
states. "While this is all to the good
when it achieves that aim, it is es-
sential not be carried away by the
music to the point where it over-
, whelms the lyrics," he remarks.

"When working on connnercials, I
always point up the words even
when it means toning down a musi-
) cal arrangement dear to my heart."
; No matter how excellent the mu-
1 sic and the performance, the lyrics
• do the basic selling job for the prod-

utt, Mr. Swanson declares. 1 iu'
music should help by providing a
pleasant and palatable backgroinul.

Mr. Swanson has lieen success-
fully operating on this theory for a
decade as composer, arranger, lyri-
cist, vocalist and conductor. Among
his radio credits he includes Aero-
wax, Piel's Beer, Kodak, Easy-Off,
U. S. Steel, Du Pont, Campbell's
Soup and Ajax. He has recently
ojjened his own firm, now three
months old.

"What I have tried to do in all
my assignments is sell the product
with a simplicity devoid of triteness,"
he explains.

"The fewer \vords the belter, but
in any case they must always balance
the music. If the words are simple,
the melody may be somewhat more
complicated. Likewise, if the music
is plain, the harnionv can be com-
plex. On the other hand, if tfic
words are difficult, the nielodv inu->t
be simplified."

Working It Out

In working out a coiunierc ial, Mr.
S^vanson says that he usually writes
for 20 seconds and then expands with
another chorus for a minute length,
leaving room generally for live an-
nouncer copy as well. For shorter
eight- and 10-second spots, he works
with the principle, identifiable line.

"The shorter the commercial the
harder it is to write," he says, "be-
cause you have to pack more punch
into less space. The agency will usu-
ally give you a list of six or seven
points it wants to make and then
you have to boil them do\vn and get
them across simply and etfectiveh . "

One simple and effective commer-
cial— in the opinion of the Radio
Advertising Bureau — is Mr. Swan-
son's effort for Northwest Orient
Airlines, ^vhich Avon an a^vard from

Mr. Swanson oversees at recording session.

the radio Ijiueau as one of the best
commercials of 1958.

In this message, the producer ex-
plains, the airline w-anted to sell its
Avhole corporate image as opposed
to any particular service such as
meals or sjieed. To achieve this, Mr.
Swanson wrote light, airy music and
kept the lyrics simple and catchy.
"I was trying to give the impression
of flight," he says. The commercial
follows:

Give wings to your heart.
Your spirits soar.
With Northv/est Airmanship.
You fly as you've never

flown before,
Fly the best when you fly

Northwest ,
Northwest Orient Airlines.

One of the interesting points in
the lyrics is the use of the word, "air-
manship," an example of Mr. Swan-
son s theorv of not using two words
when one will do.

This conmiercial packed enough
of a wallop, Mr. Swanson says, for
the airline to credit it with sub-
stantial sales increases. • • •

U. S. RADIO • Jamiarv 1939

HOMETOWN U.S.A.

Station log

Radio Public Service Activity
Boosts Causes, Gains Recognition

National, regional and local public
service activity by the radio medium
has long been a bidwark of station
and network prot^rannning sched-
ules.

Recently, The Advertising Coun-
cil's 1958-1959 annual report com-
mended radio lor creating "better
circulation for public service cam-
paigns than ever before" and arous-
ing citizen interest and action on
many of the nation's most serious
problems. The council noted that
"every day of the week — radio sta-
tions, networks and advertisers have
given regular support to public serv-
ice projects. . . ."

For the first six months of 1958,
The Advertising Council observed
that regular weekly radio support
was contriliuted to 13 major cam-
paigns and 29 other projects.

On the local scene, public serv-
ice projects have come in for much
attention at this time of the year,
according to reports from stations.
The United Fund, for example, is
one of the many drives that gets
active hometown support. In Phila-
delphia, the United Fund was pro-
moted by a "blitz day," when all
local disc jockeys and other station
personalities concentrated their talk

Everyone has a say in the running of WAQE
Towson, Md. Policy and programming are de-
cided at regularly scheduled sessions. Here
staffers relax for refreshments after meeting
with Gen. Mgr. Bob Howard (standing, right).

on the various aspects of the United
Fund services. Most public service
spots were also devoted to the same
( ause. Employees of the city's 1 1
radio stations, in addition to on-llie
air promotion, lent their talents in
personal ajjpearances.

In Sheffield, Ala., WNVA and one
of its advertisers have joined in a
continuous tampaign to promote
the hiring of the physically handi-
capped. When the Muscle Shoals Tv
Cable Corp. decided to attach a plea
for a worthy cause on the end of its
commercials, the client and station
chose "Hire the Physically Handi-
capped"— a state-endorsed organiza-
tion.

An offer of polio inoculations for
one dollar was injected into the
morning shows on WWJ Detroit by
Dick French and jini DeLand when
city health officials became con-
cerned by a rising number of cases.
The inoculations were given at the
Eastland shopping center where
WWf has a remote broadcasting
unit. With no other publicity except
signs at the shopping center en-
trance, the station says, more than
17,000 persons took advantage of the
shots on the first day and 10,819 the
second day — in a rainstorm. The
dollar covered the cost to the city
of the vaccine.

The problem of getting word to
school children and their parents
about school openings and closings
due to snowstorms has always been
best solved by radio. One station,
WCKY Cincinnati, distributes pos-
ters reminding students and teachers
that 300 public, private and paro-
chial schools in 15 counties of Ohio,
Kentucky and Indiana regularly
phone in information on bad-weath-
er days to its School Emergency Ra-
dio Service.

When Miami transit drivers went
out in a surprise strike recently, area
stations were on the air immediately
informing the public and offering
suggestions as to alternate transpor-

Ed Lockwood, chief engineer of WGBS Miami,
Is "fitted" by General Manager Bernard E.
Neary to demonstrate station's sale of its sun-
rise and sunset pattern change. The engineer-
ing "by-product" was bought by McCall's.

tation. WQAM reports it urged a
"Friendship Day" in Miami and as-
sisted in organizing "share a ride"
groups. WQAM reports that on-the-
street interviews with riders indi-
cated that most of them would not
have known of the strike in time to
arrange rides to work had it not
Ijeen for the almost immediate ef-
forts of radio stations.

WHLI Hempstead, X. Y., was
credited by the Nassau-Suffolk coun-
ty Opthalmological Society for "con-
tributing immeasurably to the suc-
cess of Glaucoma Detection Day" in
Long Island. The station, asked to
encourage listeners over the age of
40 to see an eye doctor on a day set
aside for free examinations, devoted
a heavy spot schedule and several
interview shows to the campaign foi
two weeks. WHLI reports that more
than 11,000 persons appeared at 14
area hospitals for the examination
and check-ups. • • «

r. S. RADIO • January 19.'5!

^ HOMETOWN U.S A.

BP A memo

Fun for Listeners

And Community Service

Spark Local Promotions

Many current promotions have been
i^cared to comnumity public service
]jrojects as well as "fun" activity for
listeners.

The promotion ol l)ri(k throwing
"as an exercise, a form of recreation
and a release for pent-up emotions,"
is the project of early morning per-
sonality Rege Cordic of KDKA*
Pittsburgh. It resulted in a three-
hour variety show attended by a
reported 3.800 persons to choose a
tjueen for the sport. This was the
"Miss Brick Throw" beauty and tal-
ent contest, and was only one facet
of the brick-throwing craze. Mr.
Cordic has been kidding on the air
aijout brick throws for several years,
the station explains, often giving
scores of mythical matches. Many
area colleges and industrial firms
conducted their own "Miss Brick
Throw" competitions, with Du-
quesne, Geneva and West Liberty
among the schools that got into the
act. "Miss Brick Throw" was chosen
from 350 contestants and received
prizes from more than 100 contrib-
uting industrial and business firms,
KDKA claims.

The wishbones of three Trenton,
N. J., area Thanksgiving turkeys
turned into Christmas dinners as a
result of W^TTM's annual contest
conducted by Gene Graves, morning
wake-up personality. He asked all
of his listeners to mail him their
turkey wishbones, and for the three
largest received he delivered a
Christmas turkey of the exact weight
of the original bird. This was deter-
mined by the Mercer Coimty Sealer
of Weights and Measures.

Thoughts of space travel prompted
WIBG Philadelphia to invite lis-
teners to write and tell why they
would like to be the first person
launched into outer space. An-

*Denotes stations who are members of
BPA (Broadcasters' Promotion Association).

nouncements were made five times
a day tor a week with a promised re-
ward for the 99 best answers — an
M-11 Corporal Missile (toy kit, that
is). Among the winners, a "man"
who wrote: "Engine trouble forced
me to land here and I would like to
return home. It's been 683 years
since I've been home to see my
parents."

And in a more earthly vein, WHB
Kansas City, Mo., decided to let
everybody try a hand at writing its
station promotion spots and, ac-
cording to the station, is now having
trouble fitting them all in. Based on
the venerable "knock-knock" craze
of the 1930's, WHB has received
such gems from listeners as: "Knock-
knock. Who's there? Carlotta. Car-
lotta who? Carlotta bed and listen
to WHB!" and "Isadore open so I
can hear WHB!"

High Hints

A daily contest, WABC* New
York's "Mystery Personality," has
pedestrians in Times Square look-
ing skyward in search of clues. Be-
sides regular hints given through-
out the broadcast day on the air,
WABC is flashing clues on an 8-foot
"running letter" electric advertising
sign over Broadway and 47th Street.
The listener who guesses the most
mystery voices will be declared the
grand prize ^vinner and will receive
a trip to Rio de Janeiro and have
his "name in lights on Broadway."

And speaking of personalities, a
disc jockey swap was engineered by
^VISN* Milwaukee when it traded
morning disc jockeys for one day
with sister-station WBAL* Balti-
more. To promote the trade, gifts
^\ere exchanged between the mayors
of the two cities and WISN paraded
the Baltimore guest through the
downtown area. • • •

he can escape

Rheumatic

Heart Disease

Tommy had an attack of rheu-
matic fever, frequent forerunner
of rheumatic heart disease. For-
tunately for him, his heart was
not damaged.

Rheumatic fever, usually pre-
ceded by a "strep" infection,
often strikes the same victim
more than once. With each at-
tack comes a new danger of
heart damage.

Tommy's parents no longer
live in fear of rheumatic heart
disease, however. Through
research, medical science has
developed new methods of con-
trolling "strep" infection and
preventing recurrences of rheu-
matic fever.

For more facts about preven-
tion, see your physician or ask
your Heart Association.

For more research progress
against the heart diseases . . .

V. S. RADIO • Januai7 1959

TO MEET HEAD ON
A NEED THAT EXISTS
IN THE RADIO FIELD
TODAY ...

* U.S. RADIO

for the buyers and sellers of
radio advertising

An indispensable tool for sharpen-
ing the advertiser's agency's and
broadcaster's approach to the
buying and selling of RADIO AD-
VERTISING.

ISSUED MONTHLY

• ONE YEAR $3.00

• TWO YEARS $5.00

WRITE CIRCULATION DEPARTMENT

U.S. RADIO

50 WEST 57th STREET
NEW YORK 19, NEW YORK

the NUMBER ONE
STATION

IN THE SECOND
LARGEST MARKET IN
BOTH MINNESOTA AND
WISCONSIN

WEBC

DULUTH • SUPERIOR

See your Hollingbery man
In Minneapolis . . .
See Bill Hurley

radio

l' AUTOMOBILE DEALER |

Kar Kredit Sales of Chattan
sold more than 20 cars in o
considered exceptional, whe
to experiment with radio
purchased 50 announcements
six days. Twice during the
forced to add to its stock,
and by the sixth day 38 car
firm has been a radio adver

ooga, Tenn. , had never
ne week, and that was
n the manager decided
Through WMFS the dealer
to be spread throughout
week, Kar Kredit was
its manager reports,
s had been sold. The
tiser ever since.

TRAILER DEALER

Grants Trailer Sales of Bangor, Me., a steady
client over WABI, put $240 into a special satu-
ration campaign over a two-week period to promote
its line of mobile homes. Copy stressed easy terms
and down payments and Grants offered free delivery
and installation. At the end of the 14 days, the
station declares, $45,000 worth of mobile homes
had been sold, attributed by the client to the
special push plus his steady radio use.

APPLIANCE SALE

Outten Brothers Furnitur
minute programs daily fo
moke City, Md. , in a spe
new appliance business,
playing an instrumental
listeners to phone the s
identify the song. Corr
check for $25, good only
refrigerator, automatic
In five days, 403 checks
these, 76 were redeemed,
ness amounted to nearly

e Co. ran three five-

r one week over WDVM Poco-

cial promotion to secure

Each program consisted of
selection and asking
tore if they could
ect identication won a

toward the purchase of a
washer or electric range.

were sent out and of
Final tally on new busi-
$18,000, the station says.

I FURNITURE OUTLET

Ed Mahling Stores
furniture and app
during the 8 p.m.
The purpose was t
market and its ab
the client's firs
sold more mattres
month. Mahling i
time slot, the st
with McEntire Bro
of mattresses.

of Topeka, Kans., which sell
liances, bought two hours nightly

to midnight period over KJAY.
0 test nighttime radio in the
ility to sell mattresses. After
t week on the air, KJAY says, he
ses than in the entire preceding
s now a steady customer in the
ation reports, in co-sponsorship
thers Inc., a local manufacturer

U. S. RADIO • January 1959

SPOT radio advertisers (Continued from p. 31)

Beer, Ale, Wines & Soft Drinks

Procter fit Gamble Co.
Crisco

Duncan Hines Cake Mixes
Progresso Brand Foods
Pure Food Co.
Quaker Oat.'i Co.

Aunt Jemima Corn Meil

Aunt Jemima Flour

Aunt Jemima Pancake Mi.x

Flako Mixes

Ful-OPep

Quaker Oats

Instant Oats
Ralston Purina Co.
Real Gold Co.
Red Dot Foods Inc.
Reddi-Wip Inc.
Red "L" Frozen Fish Dinners
Richardson & Robbins Foods
P. J. Ritter Co.
River Brand Rice Mills Co.

Carolina and River Brand Rice
I. Rokeach & Sons
Roman Products Corp.
Ronzoni Macaroni Co. Mog
C. H. Runciman Co.
Safeway Stores Inc.
Salada Tea Si Tea Bags

C. F. Sauer Co.
Sau-Sea Foods
Savarin Coffee
Scudder Food Products
Seabrook Farms Frozen Foods
Shedd-Bartush Foods Inc.
Sioux Honey Assn.

Smart 8i Final Iris Co.
F. H. Snow Canning Co.
Southland Coffee Co.

Bailey s Coffee and Tea
Stahl-Meyer Co.
Standard Brands Inc.

Fleischmann s products

Chase & Sanborn Coffee

Tenderleaf Tea

Royal Pudding

Blue Bonnet Margerine

Instant Chase & Sanborn
Stokely-Van Camp Frozen Foods
Streitman Biscuit Co.
Sunshine Biscuit Inc.
Swift & Co.

Allsweet Margerine

Checz-Presto

Baby Foods

Canned, Frozen and Packaged Meats

Tasty Baking Co. Cakes
Taylor Pork Roll
Tea Council of the U.S.A.
Tctley Tea Co.
Thomas" Bread & Muffins
Tobin Packing Co.
TrecSweet Frozen Fruit Juices
Tri-Valley Packing Assn.
United Fruit Co.
Van Camp Sea Foods
Venice Maid Italian Foods
Vermont Maple Products Co.
Vimco Macaroni Product Co.
Vita Food Products Inc.
Mrs. Wagner's Pies
Ward Baking Co.

Tip-Top Bread and Cakes
Washington Cooperative Farmers Assn.
Washington State Apple Adv. Comm.
Wass Open Pit Products
Weston Biscuit Co.
Wheatena

Wilson Si Co. Hams
Wilson Milk Co.

D. E. Winebrenner Juices and Vegetables
Wishbone Salad Dressing

Wyandotte Olive Sales
Youngblood s Frozen Poultry
Prince Macaroni Mfg. Co.

Comptoti
Compton
Carlo Vtnli
J. M. Mathcs

1oh)i W . Shaw
J. Walter Thompson
]. Walter Thompson
Clinton E. Frank
Wherry, Baker & TtlJ-:n
Wherry, Baker & TilJcn
Wherry. Baker & Ttldcn
Guild, Bascom & Bmfigh
Hixon & Jorgensen
Arthur Towcll
D'A rcy
Paris & Peart
Gray & Rogers
Blaine-Thompson

Donahue & Coe
Coordinated Adv.
Gore Smith Greenland
ul, Lewin, Williams & Saylor
Henri. Hurst & McDonald
EWR&R
SSC&B
Van Sant-Dugdale
Gore Smith Greenland
Foote, Cone & Belding
Mottl & Siteman
Hilton & Riggio
Betteridge
Allen & Reynolds
Atherton Mogge-Privclt
Daniel F. Sullivan

Donahue & Coe
Hicks & Greist

J. Walter Thompson
Compton
}. Walter Thompson
Ted Bates
Ted Bates
Compton
Cunningham & Walsh
Ralph H. Jones
Cunningham & Walsh

Leo Burnett
M cC ann-Erickson
McCann Erickson

and Poultry
N.

McC ann-Erickson
W. Ayer & Son
Al Paul Lei ton
Leo Burnett
Ogilvy, Benson & Mather
MacManus, John & Adams
Milton Seager
BBDO

Dancer -Fitzger aid-Sam ole
BBDO
EWR&R
Ralph A. Hart
Direct

Ketchum, McLeod & Grove
Blaine-Thompson
Blaine-Thompson

J. Walter Thompson
Rune Goranson
Cole & Weber
Henry Senne
Direct

Cunningham & Walsh
Kenyon & Eckhardt
CUnton E. Frank
William B. Kamp
Allmayer, Fox & Reshkin
Lee Wenger & Assoc.
Circle Ad. A gey.
Jerome O'Leary

AnheuserHusch Im

Budweiser Beer

Busch Bavarian Beer
Arizona Brewing Co.
P. Ballantine & Sons
Blatz Brewing Co.
Bohemian Brewing Co.
Browne Vintners Co.

Cherry Kijafa Wine
Burgcrmeister Brewing Corp.
California Wine Assn.
Canada Dry Corp. Soft Drinks
Carling Brewing Co.

Carling's Red Cap Ale

Stag Beer

Carling's Black Label

D A rcy
Gardner
EWK&R
William Eily
Kenyon & Eckhardt
Direct

L. C. Gumbinner
BBIK)
W alker Saussy
J. M. Mathes

Cliquot Club Co.
Coca-Cola Co.
Cott Beverage Corp.
Duquesne Brewing Co.
Eastern Wine Corp.

Chateau Martin Wines
Falls City Brewing Co.
Falstaff Brewing Co.

E. & J. Gallo Winery
Garrett Si Co.

Virginia Dare Wines
Genesee Brewing Co.
Gibson Wine Co.
Gluek Brewing Co.
M. K. Goctz Brewing Co.

Goctz Beer

Country Club Malt Liquor
Gunther Brewing Co.
Theo. Hamm Brewing Co.
Heidelberg Brewing Co.
G. Heilman Brewing Co.
G. F. Heublein & Bro. Vermouth
Charles E. Hires Co.
Hoffman Beverage Co.
International Breweries Inc.
Italian Swiss Colony Wines
Kitsch Beverages Inc.
G. Krueger Brewing Co.
Liebmann Breweries Inc.

Rheingold Beer and Ale
Lone Star Brewing Co.
Lucky L iger Bcrwing Co.
Maier Brewing Co.

Brew 102 Beer
Margo Wine Co.
Miller Brewing Co.
Mission Dry Corp.
Mogen David Wine Corp.
Monarch Wine Co.

Manischewitz Kosher Wine
Narragansett Brewing Co.
National Brewing Co.

National Premium Beer

National Bohemian Beer
Nehi Corp.

Nesbitt Fruit Products Inc.

Oertel Brewing Co.

Olympia Brewing Co.

Pabst Brewing Co.

Pabst Blue Ribbon Beer
Eastside Old Tap Lager Beer

Pearl Brewing Co.

Dr. Pepper Co.

Pepsi-Cola Co.

Piel Bros.

Pittsburgh Brewing Co.
Regal Pale Brewing Co.
Richmond-Chase Co.
Roma Wineries Inc.

F. 3i M. Schaefer Brewing Co.
Adam Scheidt Brewing Co.

Valley Forge Beer
Prior Beer
Ram's Head Ale

Benton & Bowles
Edward H. Weiss
Lang, Fisher & Stashower;
Harold Cabot (in Northeast);
IVinius-Brandon (in Southwest);
Liller, Neal. Battle & Lindsey (in Southeast) ;
Aitken-Kynett (in Middle-Atlantic states)
Harold Cabot
McC ann-Erickson
Dowd. Redfield & Johnstone
Vic Maitland & Assoc.

Curtis
H or an -Dougher ty
Dancer-Fitzgerald -Sam pie
Doyle Dane Bernbach

MacManus, John 6f Adams
Marschalk & Pratt
Stockton-West-Burkhart
Olmsted & Foley

Potts-WooJbury
John W. Shaw
Lennen & Newell
Campbell-Mithun
Guild, Bascom & Bonfigli
Compton
Bryan Houston
Maxon
Grey

Brooke. Smith, French & Dcrrrance
Honig-Cooper
Paris & Peart
Grey

Foote. Cone & Belding
Glen Adv.
McCann-Erickson

And erson-McCon nell
Adtian Bauer & Alan Tripp
Mathisson & Assoc.
Dowd, Redfield. Johnstone
Edward H. Weiss

L. C. Gumbinner
Cunningham & Walsh

W. B. Doner
W. B. Doner
Compton
.M. H. Kelso
Lynch, Hart & Stockton
Botsford, Constantine & Gardner

Norman, Craig & Kummel
Young & Rubicam
Pitluk Adv.
Grant

Kenyon & Eckhardt
Young & Rubicam
Smith, Taylcrr & Jenkins
Heintz

Cunningham & Walsh
Foote, Cone & Belding
BBDO

Al Paul Lefton
Al Paul Lefton
Al Paul Lefton
(Con'd on p. 56)

U. S. RADIO

January 1959

report from RAB

Spot Dollar Outlays
Recorded for First Time
Seen as Radio Stimulus

'1 he release of dollar expenditures i.<y
many of radio's top spot customers is a
project that answers a vital need in
today's media picture.

The compilation ranks the top 1j
spot users by dollar outlays (21 firms
in all are listed because of ties). In
aildiiion, 30 more firms are listed alpha-
betically without ranking. These 51
companies, RAB estimates, account for
more than million of spot racfio's

1958 billings. The R.AR figures are net
expenditures.

"Of major siguilu ance." states Ivc\in
B. Sweeney, RAB president, "is the
amount of money being expended in
spot radio by the leaders.

"Until now the question of just how
much the giants were investing in spot
ladio was a mystery concealed by t!ic
difficulty of measuring a medium whic h
comprised over 3,300 stations."

R.\B was able to evolve these dollar
estimates based on its quarterly reports
on spot and network radio users. With
the figures for the first three quarters,
RAB projected them for the whole year.

"The figures are still a pioneering

venture," R.\B points out. "It is hoped
. . . that their scope and depth will ( \-
paiul with each quarter. . . . How ofti ii
the reports are issued will depend on
tiie extent of industry cooperation in
gatliering the activity data from which
dollar figures are derived." • • •

RAB-Estimated
1958 Spot

Top 15 Radio Net

Rank Company Expenditures

1. General Motors Corp. $5,400,000

2. Forci Motor Co. 5,000,000

3. R. J. Reynolds Tobacco Co. 4,700,000

4. American Tobacco Co. 4,600,000

5. Liggett & Myers Tobacco Co. 2,700,000

6. Texas Co. 2,600,000

7. Chrysler Corp 2,300,000

8. Sinclair Oil Corp. 2,200,000

9. Thomas Leeming & Co., Inc. 2,000,000
10. Lever Bros. Co. 1,900,000

10. Standard Brands Inc 1,900,000

11. Anheuser-Busch Inc 1,800,000

II Carling Brewing Co. Inc. 1,800,000

12. Bristol-Myer Co. 1,700,000
12. Pels & Co 1,700,000

12. Shell Oil Co 1,700,000

13. Continental Baking Co. Inc. 1,600,000

13. Sterling Drug Inc. 1,600,000

14. B.C. Remedy Co. . 1,500,000

14. Beneficial Finance Co 1,500,000

15. Plough Inc. 1,400,000

Additional Leading Spot Radio Accounts
Listed Alphabetically

Alemlte Div. of Stewart- Warner

Corp. $1,100,000

American Airlines Inc. 1,000,000

American Home Products Corp. 925,000

Associated Sepian Products 780,000

P. Ballantlne & Sons 650,000

Beech-Nut Life Savers Inc 715,000

Best Foods Inc. 1,100,000

Campbell Soup Co. 840,000

Cities Service Co. 1,100,000

Colgate-Palmolive Co 750,000

Falstaff Brewing Corp 720,000

General Mills Inc 650,000

Gulf Oil Corp 1,000,000

Robert Hall Clothes Inc. 725,000

Theo. Hamm Brewing Co. 650,000

Household Finance Corp. 900,000

Liebmann Breweries Inc. 780,000

P. Lorlllard Co. 1,200,000

Metropolitan Life Insurance Co 1,000,000

Miles Laboratories, Inc. 1,100,000

National Carbon Co. (Div. of

Union Carbide Corp.) 800,000

Northwest Orient Airlines 1,100,000

The Quaker Oats Co. 1,000,000

Revlon Inc. 750,000

Jos Schlltz Brewing Co. 900,000

Seaboard Finance Co. 700,000

Standard Oil Co. (New Jersey) 1,200,000

Sun Oil Co. 730,000

Tetley Tea Co. 960,000

Trans World Airlines Inc. 650,000

SPOT radio acJvertlsers (Cont'd)
Jos. Schlitz Brewing Co.
C Schmidt Si Sons Inc.

Schmidt's Beer

Tiger Head Ale
Schweppes (U.S.A.) Ltd.
Sick's Rainier Brewing Co.
Sterling Brewers Inc.
Stroh Brewing Co.
Tuborg Breweries Ltd.
United Vintners Inc.

Petri Wines
Welch Grape Juice Co.
White Rock Corp.

]. Walter Thompson

A I Paul Lejton
Al Paul Lejton
Ogilyy, Benson & Mather
Miller, Mackay, Hoeck. & Hartung
Compton

Z'mmer, Keller & Calvert
EWR&R

Young & Ruhicam
Richard K. Manoff
MacManus, John & Adams

Sweets

American Chicle Co.
Barricini
Brown & Haley
Charms Co.
Curtiss Candy Co.
Delson Candy Co.
Fanny Farmer Candy Shops Inc.
New England Confectionery Co.

Necco Candies

Candy Cupboard Chocolates
Peter Paul Candies
Planters Nut Si Chocolate Co.

Ted Bates

Mogul, Lervin, Williams & Saylor
Miller, Mackay, Hoeck & Hartung
Scheck Adv.

Wentzel, Wainright, Poister & Poore
H. B. Humphrey, Alley & Richards
Rumrill

SchrafFt's Stores
James O. Welch Co.
William Wrigley Jr.

C. ]. LaRoche
C. J. LaRoche
Dancer-Fitzgerald -Sam pie
Don Kemper (East) ;
Harrington, Richards & Morgan (West Coast)

Direct

Bennett & Northrop
Arthur Meyer hoff

Proprietary Medicines, Drugs, Chemicals and
Toilet Requisites

Acousticon Hearing Aids
Angostura- Wupperman Corp.
Charles Antell Inc.

A nderson & Cairns
Foote, Cone & Belding
Paul Venze

Elizabeth Arden Sales Corp.

B. C. Remedy Co.
Beltone Hearing Aid Co.
A, Brioschi & Co.
Chester A. Baker Labs Inc.
Barbasol Co.

Block Drug Co.
Poll-Grip
Polident
Pycopay
Minipoo
Nytol

Green Mint
Omega Oil
Rem

M. J. Breitenbach Co.
Pepto Mangan

C. A. Briggs Co.

H-B Cough Drops
Bristol-Myers Co.

Bufferin

Ban

Ipana

Mum

Trig

Vitalis

Sal Hepatica

Theraderm
W. K. Buckley
Burma Vita Co.
Calso Water Co.
Carter Products Inc.

Arrid

Little Liver Pills
Chap Stick Co.

Chap Stick

Chap-Ans
Chattanooga Medicine Co.

Black-Draught

Cardui

D. D. Simon
N. W. Ayer & Son
Olian & Bronner
Ellington
Advertising House
EWR&R

Grey
Grey
SSC&B
L. C. Gumbinner
SSC&B
SSC&B
L. C. Gumbinner
L. C. Gumbinner

Herschel Z.- Deutsch

Fred Gardner

Young & Ruhicam
BBDO
DCS&S
DCS&S
BBDO
DCS&S
Young & Ruhicam
DCS&S
Wesley Assoc.

Direct

Young & Rubicam

SSC&B
Ted Bates

L. C. Gumbinner
L. C. Gumbinner

Cohen & Aleshire
Noble-Drury & Assoc.

U. S. RADIO • January 1959

report from
representatives

Stations Form into Groups
In Various Market Areas
For Sales Purposes

Iiii(()ina.<>t'(l by its earlier cfTorts, Mc-
Ciavreii-Qiiinn Corp. continues to form
its represented radio stations that have
linkinn; (overage areas into identifiaijlc
oroups.

The fiiin, which recently annouiued
its third j^roiip of this type, conihined
lor sellinn; purposes stations in four Con-
necticut cities: Hartford, New Haven,
Waterbury and Bridgeport. Advertisers,
it is explained, can get the advantage
of "local radio impact" as well as cover-
age with one buy at a group rate.

The first two groups, organized in
mid- 1957 and called Cal-Val and Cal-
Coast, have been "great successes," ac-
cording to Daren F. McGavren, the
firm's president. "Accounts that never
used these California markets before
went into them when offered the group
buy," he says, "including Hancock Oil

Co., Sdiwippes, Rig.il I'.di- IJiiwiiig (..<>.
and Lawry's Salad Dressing." Cal-Val
consists of California stations in .Sacra-
mento, Stockton. Modesto, Merced,
Fresno, Bakersfield and Reno, \ev Cal
Coast includes Eureka, Salinas, San Rer-
nardino, San Jose, San I.uis Obispo,
Santa Barbara, Santa Maria. S.nit.i Rosa
and Ventura.

St-ill Another Unit

These two California groups are also
joined with Redding and Chico, Calif.,
to form still another unit called the
Big Mike Group.

Mr. McGavren claims there are five
advertiser advantages to the "group"
concept: (1) Ease of buying several sta-
tions with one order, (2) flexibility in
the commercial message, (3) no time
lag in local merchandising, (-1) no waste
coverage and (5) lower group rates.

To promote the new Connecticut
group, the representati\'c has recently

coniplctc-d ,1 (oMiest oKciirig ,i Idd.n
Hawaiian holiday to the .\ew York ad-
vertising agency limcbuyer who could
think of the best name for it.

"This group, as the others," .Mr. Mc-
Gavren explains, "has been put together
with a definite purpose, in that it repre-
sents a series of trading areas covered
contiguously by a group of stations."
In all, McGavren-Quinn represents
almost 50 stations on the radio side,
many of ^vhicli arc in major markets.

RECENT APPOINTMENTS

\\ \I 1 Chicago and VVGMS W ashiii';-
ton, D. C, to Avery-Knodel Inc.; KTOP
lopeka, Kans.; VV'BOP Pensacola, Fla.,
and WDCL Clearwater, Fla., to Ram-
beau, Vance, Hopple Inc. — which also
announces the opening of an Atlanta
sales office. WKGN Knoxville, Tenn.,
to Richard OConnell Inc.; KBON
Omaha, Neb., to the McGavren-Quinn
Corp. • • •

Cheseborough-Pond's Inc.

Pertussin

Vaseline
Colgate-Palmolive Co.

Aerosol Dental Cream

Cashmere Bouquet Soap

Colgate Dental Cream

Colgate Shave Cream
Ciba Pharmaceutical Products Inc.

Anti-Ivy

Consolidated Royal Chemical Corp

Krank's Shave Kreem
Creomuision Co.
Denalan Co.
Drug Research Corp.

Sustamin and Regimen
Dusharme Products Corp.
Ex-Lax Inc.

F & F Laboratories Inc.
Max Factor & Co.

Cosmetics

Curl Control
Father John's Medicine Co.
Foods Plus Inc.
Foster-Milbum Co.

Doan's Pills
Gillette Co.

Grove Laboratories Inc.

Pazo Ointment

Bromo Quinine Cold Tablets

4-Way Cold Tablets

No-Doze Awakeners

Citroid Compound
Hudson Vitamin Products Inc.
lodent Chemical Co.
The Andrew Jergens Co.

Jergen's Lotion

Woodbury Soap

Deep Dew Penetrating Cream
Keystone Laboratories Inc.
Lambert-Hudnut Div. of Warner-Lambert Inc

Listerine
The Lavoris Co.
Thomas Leeming Co.

Ben-Gay

McCann-Erickson
McCmn-Erickson

Ted Bates
Bryan Houston
Ted Bates
John W. Shaw

William Douglas Mc Adams

Gordon Best
Wayne, Tucker
Honig-Cooper

Kastor, Hilton, Chesley & Clifford
Graves & Assoc.
Warwick & Legler
Rutledge & Lilienjeld

Doyle-Dane-Bernbach
A nderson-M cConnell
Hermon W. Stevens
Preston & Richards

Street & Finney
Maxon

Cohen & Aleshire
Gardner
Cohen & Aleshire
Garfield

Dowd, Redfield & Johnstone
Pace
G rant

Cunningham & Walsh
Cunningham & Walsh
Cunningham & Walsh
Brick Muller

Lambert & Feasley
Savage-Leivis

William Esty

Pacquin's

Silk 'n Satin
Lever Brothers Co.

Pepsodent
Mennen Co.

Men's Deoderant
Miles Laboratories Inc.

Alka-Seltzer

Nervine
Monticello Drug Co.

666

Veracil
National Toilet Co.

Nadinola Cream
Odell Co.

Trol

Lydia O Leary Inc.
Peerless Pharmical Co.
Chas. Pfizer & Co.
Pharmaceuticals Inc.

Conti Shampoo

Skol

Zerumin
Pharmaco Inc.

Artra Skin Cream

Correctol

Feen-A-Mint

Chooz
Pharma-Craft Corp.

Coldene

Ting

Pierce's Proprietaries

Lydia E. Pinkham Medicine Co.

Plough Inc.

Coppertone

St. Joseph Aspirin

Mexsana Powder
Pomatex Inc.
Q-Tips Sales Corp.
Revlon Inc.

Hi & Dri

Top Brass

Sun Bath

William Esty
William Esty

Foote, Cone & Belding

Marschalk & Pratt

Geoffrey Wade
Geoffrey Wade

Charles W. Hoyt
Charles W. Hoyt

Roche, Rickerd & Cleary

Harold M. Mitchell
Williams Ad. A gey.
, Allan Marin

Dowd, Redfield & Johnstone

Parkson
Parkson
Parkson

Tucker W ayne
DCS&S
DCS&S
DCS&S

J. Walter Thompson
Cohen & Aleshire
Mogul, Levin, Williams & Saylor
Cohen & Aleshire

Lake-Spiro-Shurman
Lake-Spiro-hurman
Lake-Spiro-Shurman
R. T. O'Connell
L. C. Gumbinner

Mogul, Lewin, Williams & Saylor
Mogul, Lewin, Williams & Saylor
Dowd, Redfield & Johnstone
(Cont'd on p. 58)

U. S. RADIO • January 1959

report from

agencies

In Joining Forces, Geyer,
Morey, Madden & Ballard
Form Radio-Actiye Ad Agency

Llnited in ad strategy on January 1,
two agtuu ies who became one will speak
lienccrorlli with a "donble-harrelkd" ra-
dio \()i(c.

Clonibining operations, Geyer Adver
tisins; hu. and Morey, Humm k War-
wi(k Im. arc now a single agency with
the name of Geyer, Morey, Madden &
Ballard Ini. It is estimated total radio
billings loi (;MM&:B add up to almost
$^5 million, more than ,|2 million for
MH&;W's Sinclair Refining account
alone, and about an equal amount for
Geyer accounts that include American
Motors and American Home Foods.

Announcement ol the merger gave
this explanation ol the new agency
name: Sam M. Ballard, president ol
Geyer, is now president of (iMMKrB: Syl
vester M. Morey, who was president of

iMHXrW, is ihairman of the i)oard: B.B.
Geyer, chairman of the board at (ieyer,
is (Iiairman of the executive conmiittee,
.111(1 Kdward D. Madden, who resigned
.IS president of Reyes, Madden & Jones
Iru. lo join (;.M.M.<.B, is vice diairman
of the l)oard. Headcpiarters for the new
coml)ination are in the Fuller Building,
,595 Madison Avenue, New York.

Total billings for GMM&B amount to
approximately $30 million — of which
just over .|20 million is represented by
(ieyer accounts and a little under $10
million is represented by MH&W ac-
counts, according to the new agency.

Siiulair, largest single radio account
of eiilier Cieyer or MH&W with "be-
tween $2 and $3 inillion" billed to the
listeners' medium, is also the only ra-
dio account in the MH&W roster, reports
William L. Wernicke, vice president and
Kufio tv director for MH&W.

Richfield Oil of New York uses radio,
I'Ut on a cooperative basis handled by
llie corporation directly with its distri-
l)utors, dealers and marketers, Mr. Wer-

nicke says. ( "Hy dealers' clioicc, radio
gets 35 percent ol all such ccjoperative
funds spent in advertising.")

Of the Geyer accounts, the American
Motors automotive division (Ramblers
and Metropolitans) and Kclvinator and
Leonard appliances divisions are the big-
gest users of radio, says Ray J. Mauer,
\ice president and director of radiotv
and assistant creative director at Geyer.

Other radio-attinicd accounts amr)ng
(ieyer's billings are American Home
Foods, Boyle-Midway, Doyle Packing Co.
of New Jersey (Strongheart Dog Food),
International Swimming Pool Corp.
(maker of Ksther Williams pools) and
01i\etti Corp. of America.

"The resurgence of radio in recent
years has brought about a whole new
attitude toward copy," Mr. Mauer says
regarding the medium's impact.

"Thank heavens for the change ap-
parent today. Radio is a powerful sell-
ing tool — you can do things with soinid
alone that you can't accornplisli in any
other fashion." • • •

SPOT radio advertisers (Cont'd)
Harold F. Ritchie Inc.
Eno

Scott's Emulsion
Ron son Corp.

Electric Shavers
R. Schiffman Co.

Asthmador
Shulton Inc.

Old Spice
Shuptrine Co.

Tetterine
Sleep-Eze Co.
Stanback Co.

Stephen's Distributing Corp.
Sterling Drug Inc.

Bayer Aspirin

Bayer Nasal Spray

Campho Phenique

Double Danderine

D-Con

Dr. Lyon's Tooth Powder
Energine

Fletcher's Castoria

Haley's M.O.

Midol

Molle

Pepsomar

Phillips Milk of Magnesia
Slenderella International Salons
Swedish Shampoo Laboratories
'Vick Chemical Co.
Vitasafe Corp.
Walgreen Co.
Whitehall Laboratories

Anacin

Preparation H

Dristan
White King Soap Co.
Yager Drug Co.

Kenyan & Eckhardt
}. Walter Thompson

Grey

Philip J. Meany

Wesley Assoc.

Harvey-M assert gale
Mold & Siteman
Piedmont
}. J. Coppo

Dancer -Fitzgerald-Sample
Dancer-Fitzgerald-Sample
ThompsonKoch
Thompson-Koch
Dancer-Fitzgerald -Sample
Dancer-Fitzgerald -Sam pie
Dancer-Fitzgerald -Sam pie
Brown & Butcher
Dancer -Fitzgerald-Sam pie
Thompson-Koch
Dancer -Fitzgerald -Sam pie
Dancer -Fitzgerald -Sam pie
Dancer-Fitzgerald -Sam pie
Management Assoc. of Conn.

Firestone
Morse International
Maxwell Sackheim
R. Jack Scott

Ted Bates
Ted Bates
Bryan Houston
EWR&R

Welch, Collins & Mirabelle

Cleaners

T. Babbitt Inc.
Bab-O

Drown & Butcher

The Bon Ami Co.
Bu-Tay Products Ltd.
Butcher Polish Co.
Cadie Chemical Products Inc.
Carbona Products Co.
Colgate-Palmolive Co,
Fab

Suber Suds
Vel

Economics Laboratory Inc.
Fels & Co.

Glamur Products Inc.
Hood Chemical Co.
S. C. Johnson & Son

Glade
Kiwi Polish Co.
Lan-O-Sheen Inc.
Leeds Chemical Products Inc.
Lever Brothers Co.

Breeze

Silver Dust Blue
Rinso Blue
Praise

Hum Liquid
Pennsalt Chemicals Corp.
Procter & Gamble Co.

Cheer

Spic & Span

Dreft

Clorox

Oxydol

Ivory Soap

Zest

Blue Dot Duz

Tide

Drcne
Roman Cleaner Co.
Rust-Oleum Corp.
Solarine Co.

S.O.S. Division of General Foods Corp.
Tidy House Products Co.
West Chemical Products Inc.

Weiss & Getler
Dan B. Minor
N. W. Ayer & Son
Direct
Rockmcrie

Ted Bates
Cunningham & Walsh
Norman, Craig & Kummel
J. M. Mathes
Aitkin-Kynett
Grey

Pritchard, Daniels & Dreher

Benton & Bowles
Cohen & Aleshire
B. B. Brewer
Livingston & Assoc.

SSC&B

ssceB

}. Walter Thompson
Kenyan & Eckhardt
SSC&B
Aitkin-Kynett

Young & Rubicam
Young & Rubicam
Dancer-Fitzgerald-Sample
Honig-Cooper
Dancer -Fitzgeral d-Sam pie
Comptcm
Benton & Bowles
Comptcm
Benton & Bowies
Comptcm
Gleason Ad. A gey.
O'Grady- Anderson-Gray
C. D. Ferguson
Foote, Cone & Belding
Earl Ludgin
Piiris & Peart

v. S. RADIO • Januarv 1959

report from
networks

Karol Terms PCP 'Realistic;'
Networks Cite Year-End Pick-
Up in Business, Affiliates

( HS Radio's new "I'lo^r.mi ( ioiisolida-
lioti riaii " represents " a realistic align-
ment with today's econ()nn'( facts," de-
clares John Karol. \ ii r president in
(l'ar<>e of CBS Radio network sales."
and oilers hnilt-in valnes to the national
ad\ ertiser.

'W'c ha\e ainiouiued S 1. 1 36. ()()() worth
ol n( \\ Inisiness nnder the new plan,"
he lells I!, s. radio, "from Stewart-
Warner, Brisiol-iMyers, Lewis Howe and
others. .Advertisers and a,<>eiuv people
have enthn.sed nieanini^l nll\ over the
plan after careful stud\. Ail ol whidi
s|)ells economic stability for om network
and lor our athliates. It is my studied
opinion that the other networks will
eventually be formed to follow suit."

Mr. Karol declares that the plan has
been "beneficial in many ways." He cites
particularly the recent addition of
KR^f(; Tidsa. 50 kw outlet, as affiliate.

"l- \ er\ ilun;.; lli.i I has <» ( m i cd situ c ilii
announcemenis ol PCI' leads to the in
escajjable conclusion," slates Mr. Karol.
"ihat the plan will enable CUS Radio
to operate al a profn. '

NBC Orders

NHC has .mnouiiced 723,000 in
net revenue, including 52-week orders
from VV'averly Fabrics, the .Allis Chal-
mers Manidactnring Co. and the Lewis-
Howe Co. Other orders were from the
William Wrigley Jr. Co., the Savings &
Loan Foundation, the Whitehouse Co.,
NLirlboro Cigarettes, Ray-Bestos-Manhat-
lan Inc., Time Magazine, The Academy
of Motion Picture .\rts X: Sciences and
Magla Productions. This business was
signed in a three week period.

ABC Business

John H. White, .VHC director of na-
tional sales, has announced the signing
of Colgate-Palmolive Co., R. J. Rey-
nolds Tobacco Co.. Glenbrook Division
of Sterling Drug Inc., and A. E. Staley
^[anlIfacturing Co. to 52-week contracts.

OiIk, biisMKss in wImi |„-
"nllion pre-Christmas selling spree-," in"
< liides orders Irom the- (wove Labora
lories Inc., Plough I,,,, and the William
Wrigley Jr. Co. to sponsor network
newscasts. He also rejjorts the signing
ol the Van Nuys Savings X: Loan As-
sociation lor lirrakiasl Club segments,
Kiplinger Washington Agency Inc. for
Changing Times and two renewals: As
semblies of God for Revival Time and
Clairol Inc. for Itreakjosl Club. A. F.
Staley Manufacturing Co. will continue
to sponsor the Peter Lind Hayes-Mary
Healy Show moving to .\BC; this
month. The firm has also signed for seg-
ments ol Breakfast Club. Both contracts
are for 52 weeks.

Affiliafion News

^\'BB\\ \oungstown. (>.. has signed
as an affiliate of .Mutual Broadcasting
System. KIMA Yakima, Wash.; WBN'Z
Saranac Lake, N.Y., and WSAX Allen-
town, Pa., have joined NBC. WS.W,
formerly a 20-year NBC affiliate, re-
turns to that network after a two-year
absence. • • •

Transportation: Automobiles, Airlines, etc.

Air France

Air Transport Assn. of America
American Airlines Inc.
Avis Rent-a-Car System
BranifF International Airways
Capital Airlines

Chesapeake & Ohio Railway Co.
Chrysler Corp.

Chrysler

DeSoto

Dodge Cars

Imperial

Dodge Trucks

Plymouth
Continental Air Lines Inc.
Continental Trailways Bus System
Delta Air Lines
Eastern Airlines Inc.
Ford Motor Co.

Ford Dealers

Ford Tractor

Ford Car

Lincoln-Mercury

Edscl

Galaxie
GMAC

General Motors Corp.
Chevrolet Car
Oidsmobile
Chevrolet Truck
Pontiac
Cadillac
Buick

Great Northern Railway Co.
Greyhound Corp.
Hiilman Car

K.L.M. Royal Dutch Airlines
Kansas City Southern Linos
Lark

Matson Navigation Co.

BBDO

Kctchum, McLeod & Grove
Lennen & Newell
McCan n-Erickson
Potts-Woodbury
Kenyan & Eckhardt
R. Conahay

Young & Rubicam
BBDO
Grant

Young & Rubicam
Ross Roy
N. W. Ayer & Son
J. Walter Thompson
Sanders Ad. A gey.
Burke Donling Adams
F. D. Richards

J. Walter Thompson
J. Walter Thompson
}. Walter Thompson
Kenyon & Eckhardt (account since moved)
Foote, Cone & Belding (account since moved)
J. Walter Thompson
Campbell-Ewald

Campbell-Ewald
D. P. Brother
Campbell-Ewald
MacManus, John & Adams
MacManus, John & Adams
McCann-Erickson
J. W. Forney
Grey
EWR&R
EWR&R
Potts-Woodbury
Burke Dowling Adams
Fuller & Smith & Ross

Missouri Pacific Railroad Co.
National Airlines
National Van Lines
Northeast Airlines Inc.
North American Van Lines
Northeast Airlines Inc.
Northern Pacific Railway Inc.
Northwest Orient Aidines
Pan American-Grace Airways Inc.
Pan American World Airways
Rambler Car
Renault Car

Sabena Belgian World Airlines
Scandanavian Airlines System
Simca Car

Southwest Airways Co.
Trans American Airlines
Transorcan Air Lines
Trans-Texas Airways
Trans Wodd Airlines Inc.
Union Pacific Railroad
United Air Lines Inc.
Volkswagen of America Inc.
Volvo Distributing Corp.
West Coast Airlines
Western Air Lines Inc.
Willys Motors Co.

DArcy
Southern
Wade Ad. .4 gey.
J. Walter Thompson
A pplegate
J. Walter Thompson
BBDO
Camphell-Mithun
J. Walter Thomp son
J. Walter Thompson
Geyer

Needham, Louis & Brorby
Marschalk & Pratt
Burke Dowling Adams
Fairfax
Abbott Kimball
Cole, Fischer & Rogow
Castelman & Hopper
Tracy-Locke
Foote. Cone & Belding
Caples

N. W. Ayer & Son
J. M. Mathes
Advertising Agencies Inc.
Miller, MacKay, Hoeck &Hartung
BBDO

Norman, Craig & Kummed

Tobacco Products

American Tobacco Co.

Lucky Strike

Pall Mall

Hit Parade

Tareyton

Rio Tan Cigars
Bayuk Cigars Inc.

Phillies

Brown & Williamson Tobarco Corp.
Consolidated Cigar Sales Co.
Dutch Masters

BBDO
SSC&B

BBDO
L. C. Gumbinner
L. C. Gumbinner

Feigenbaum & Wertnan
Ted Bates

EWR&R
(Cont'd on p. 60)

U. S. RADIO • Januarv 1959

report on

Fm Scores Growth Year

In Number of Stations, Sets;

7959 Looms Even Brighter

Willi 571 commercial fm stations on
the air compared to 537 a year ago, fm
continues to sliow evidence of growth
and acceptance.

This heightened interest in fm has
prompted the flow of additional facts
and news on various facets of the
medium. The National Association of
Broadcasters has made known that it
will soon release a new monthly publi-
cation called FM-phasis. It will be sent
to fm members of the NAB. The pur-
pose of the new publication, as stated
by NAB, is to "keep fm broadcasters in-
formed of latest developments and pro-
vide data useful in promoting the
medium."

And since autunui, I'lectronics Indus-

tries Association has been providing
monthly figures on fm set |)r()duction
(see below).

In line with this, Ben Strouse cf
WWDC Washington, chairman of the
N.'\B Fm Radio Committee, declares
that fm set .sales will top 500,000 for
1958. He says that in addition to the
more than 1! million fm receivers in use
throughout the country, an increasing
nundjer of automobiles are ecjuipped
with fm radios. He cites the Chicago-
Milwaukee area as having more than
5,000 cars with fm radios.

Paralleling the numerical growth of
fm has been the tendency toward sepa-
rate prcigrammiiig of stations from am
stations.

When WVCG-AM Coral Gables, Fla.,
suspends broadcasting dailv at sunset,
for example, its new fm outlet continues
luitil midnight. The station manage-
ment reports that WVCG-FM was com-
pletely sold out for its first day of broad-
casting in November, and that prior to
going on the air contracts were secured

for ()() percent of the total fm-ordy Ijroad-
cast time available. During dayliglit
hours, the stations simulcast.

Recent entry into the fm field in
Chicago is WFMQ, which is on the air
daily from 1 p.m. to midnight. Among
the station features are nightly editorials
and Sound for the Sightless — a public
service program beamed to the blind
and featuring dramas and readings.

KHM.S El Paso, Tex., describing itself
as the first commercial fm outlet there,
has begun operation. The station will
feature "good music" programming
from 4 p.m. to midnight on weekdays,
12 noon to midnight on weekends and
holidays.

Fm Factory Production

Fm factory production for October
totaled 59,586 sets, according to Elec-
tronics Industries Association, up 18,178
over .August. Total set production for
1958 so far is 235, 647. • • •

SPOT radio advertisers (Cont'd)
G.H.P. Cigar Co.

La Palina
Garcia y Vega Inc.
General Cigar Co.
Geo. W. Helme Co.
Larus & Brother Co.

Holiday Tobacco
Liggett Si Myers Tobacco Co.
P. Lorillard Co.
Mail Pouch Tobacco Co.

Kentucky Club
Philip Morris Inc.

Parliament

Philip Morris

Marlboro
R. J. Reynolds Tobacco Co.

Campion
Woodward, Van Lear
Young & Rubicam
Cunningham & Walsh

Car gill & Wilson
M cCann-Erickson
Lennen & Newell

Charles W. Hoyt

Benton & Bowles
N. W. Ayer & Son
Leo Burnett
William Esty

Gas, Oil and Auto Accessories

American Oil Co.
American Viscose Corp.

Rayon Cord for Tires
Anderson Co.

Windshield Wipers
Atlantic Refining Co.
Bardahl Manufacturing Co.
Champion Spark Plug Co.
Champlin Oil Si Refining Co.
Cities Service Co.
Clark Oil & Refining Corp.
Commercial Solvents Corp.
Continental Oil Co.
Crown Central Petroleum Corp.
Demert & Dougherty Inc.
D-X Sunray Oil Co.
Esso Standard Oil Co.
Firestone Tire dC Rubber Co.
General Petroleum Co.

Mobilgas
General Tire & Rubber Co.

B. F. Goodrich Co.
Goodyear Tire dC Rubber Co.
Gulf Oil Corp.

BBDO

Arndt, Preston, Chapin, Lamb & Keen

Reincke, Meyer & Finn
N. W. Ayer & Son
Miller, Mackay, Hoeck & Hartung
J. Walter Thompson
Tracy-Locke
Ellington & Co.
Mathisson & Assoc.
Fuller & Smith & Ross
Benton & BowL's
Al Paul Lejton
Arthur Meyerhoff
Potts-Woodbury
McCann-Erickson
Sweeney & James

Stromberger. LaVene, McKenzie
D'Arcy
BBDO
Young & Rubicam
Young & Rubicam

Hancock Oil Co.
Humble Oil & Refining Co.
International Parts Corp.
Kerr-McGee Oil Industries Inc.

Deep Rock Petroleum Products
Magnolia Petroleum Co.
National Carbon Co.

Prestone
Ohio Oil Co.
Phillips Petroleum Co.
Pure Oil Co.
Purolator Products Inc.
Rayco Manufacturing Co.
Shell Oil Co.
Sinclair Refining Co.
Skelly Oil Co.
Socony-Mobil Oil Co.
L. Sonneborn Sons Inc.

Amalie Oil
South Penn Oil Co.

Pennzoil
Standard Oil Co. of California

Calso Gas
Standard Oil Co. (Indiana)
Standard Oil Co. (Ohio)
Stewart-Warner Corp.

Alemite Division
The Texas Co.
Tidewater Oil Co.
U. S. Rubber Co.
Wearever Sparkplugs

Miscell

AFL-CIO

Herbert M. Adler Shoes

Albers Milling Co.

Allen Products Corp.

Allied Chemical & Dye Corp.

Allstate Insurance Co.

A. C. Allyn & Co.

Admiral Corp.

Aluminum Co. of America

American Can Co.

American Cyanamid Co.

Heintz
McCann-Erickson
Arthur J. Rosenbloom

Runkle, Low
Ratcliffe Ad. A gey.

William Esty
N. W. Ayer & Son
Lambert & Feasley
Leo Burnett
}. Walter Thompson
Mogul, Lewin, Williams & Saylor
]. Walter Thompson
Morey, Humm & Warwick
B. B. Brewer
Compton

C. A. Kroening

Fuller & Smith &' Ross

BBDO
D'A rcy
McCann-Erickson

MacFarland, Aveyard
Cunningham & Walsh
Foote, Cone & Belding
Fletcher D. Richards

Tv Advertising Assoc.

aneous

Furman, Feiner & Co.
Fred erick-Clin ton
EWR&R
Direct
A. S. Noble
Leo Burnett
J. R. Pershall
Henri, Hurst & McDonald
Fuller & Smith & Ross
Compton
Cunningham & Walsh

U. S. RADIO m January 1959

report from Canada ^^iLj^

New Canadian Board To Pursue ^
Establishment Of Private Networks

1 lie new Canadian Hoard ol Broadcast
Go\ernors, which took over regidatioii
of Canadian broadcasting ahnost two
months ago, has continued witli the old
Canadian Broadcasting Cor]), regnla-
tions nntil its 15-nian board of gover-
nois organizes and sets about writing
new ones.

High lip on the list ol prolikiiis that
the BBG will face in 1959 is agitation
bv independent broadcasters for pri-
\ately<)wned networks. (See Report
froin Canada, August 195S.) Members of
the Canadian Association of Broad-
casters passed a resolution at their last
meeting authori/ing the association "to

lake whate\er steps . . . necessary to seek
the estaiilisiimeni ol the right to form
networks freely." I'ndei tlic m w Broad-
casting .Act. competitive independent
networks have won that right. .\ow
BBCi must work out the details.

The CBC. which had regulated all
broadcasting in Canada, is now under
the jurisdiction of the BBG. CBC con-
tinues to operate its government-owned
stations and networks.

I he BBG is set up to act in a judicial
capacity. There are no professional
broadcasters on the board. Of the three
permanent members, one is a university
president, one an I-'nglish-lanmiage news-

pa|>er editor and the iliiid .1 wrilci and
former French-language cdiior.

BBM Clinics

The Bureau ol Bioadcasi Measure-
ment has announced ccnitinuance of its
"industry clinics for ratings and surveys"
into 19,59, with seven meetings sched-
uled for January in five cities.

Clinics are scheduled for Toronto,
January 8 and 9; Halifax, January 12:
Moncton, January 13; .Montreal, Janu-
ary' 14 and 15, and Ottawa, January Ifi.
(See Report from Canada, Deceinljir
1958.) • • •

American Machine & Foundry Co,

Automatic Pinspotters
American Motors Corp.
American Steel Wire Div. of U. S
American Viscose Corp. A
Anchor Serum Co.
Ames, Harris, Neville Co.
Armour Fertilizer Works
Austex Foods Inc.
Auto-Owners Insurance Co.
Avco Manufacturng Corp.
Bache 6d Co.
Ball Brothers Co.
Bank of America
Barton Manufacturing Co.
Bausch & Lomb Optical Co.
Beneficial Finance Co.
Benrus Watch Co.
Bird & Son

Blue Cross-Blue Shield

Bond Stores Inc. Keyes, M

Borg Warner Corp.

Automobile parts
Boyle-Midway Inc.

Black Flag Insecticide
B.V.D. Co.

California Spray-Chemical Corp.

Calo Dog Food Co.

Caloric Appliance Corp.

Cameo Curtains Inc.

Cannon Mills Inc.

Cargill Inc.

Cat s Paw Rubber Co.

Charmin Paper Products Division

Chase Manhattan Bank

Cherry-Burrell Corp.

Chicopee Mills Inc.

Church & Dwight Co.

Columbia-Southern Chemical Corp

Comar Industries Inc.

H. D. Conkey & Co.

Continental Wax Co.

Cook & Dunn Paint Corp.

Cook Paint & Varnish Co.

Corn Products Refining Co.

Cowles Magazines Inc.

Crawford Clothes Inc.

Crown Zellerbach Corp.

Crows Hybrid Corn Co.

Curtis Publishing Co.

Dale Dance Studios

Davison Chemical Co.

Da vol Rubber Co.

Dempster Brothers Inc.

Cunningham & Walsh
Geyer

. Steel BBDO
rndt, Preston, Chaptn, Lamb & Keen
LaGrange & Garrison
Cappel Pera & Reid
Liller, Neal, Battle & Lindsey
Fitzgerald Ad. Agcy.

Lamas
Benton & Bowles
Albert Frank-Guenther Law
Applegate Ad. Agcy.
Johnson & Lewis
Gardner
BBDO

Albert Frank-Guenther Law
Lennen & Newell
H. B. Humphrey, Alley & Richards
]. Walter Thompson
adden & Jones; Compton (California)

Rogers & Smith

J. Walter Thompson
A I Paul Lejton
M cC ann-Erickson
Direct
EWR&R
Friend-Reiss
N. W. Ayer & Son
B. B. Brewer
S. A. Levyne
Camphell-Mithun
Albert Frank-Guenther Law
Buchen
Lennen & Newell
J. Walter Thompson
Ketchum, McLeod & Grove
Kushins, Anderson 6f Takaro
K. B. Butler
Product Services
H. Swanson Assoc.
Potts- Wood bury
C. L. Miller
McCann-Erickson
Al Paul Lejton
Cunningham & Walsh
Critchfield
BBDO

William Warren, Jackson & Delaney
St. George & Keyes
D'Arcy
Lavidge & Davis

DeVoe & Reynolds Co.
Diamond Match Co.
Doeskin Products Inc.
Dow Chemical Co.
Judson Dunaway Corp.
E. I. DuPont De Nemours Co.
Elgin National Watch Co.
Emerson Radio & Phonograph Corp.
Eveready Batteries
Eversharp Inc.
Excell Laboratories
Florists Telegraph Delivery Assn.
Forst Packing Co.
General Electric Co.

Refrigerators

Telechron Alarm CIckIcs
General Insurance Co. of America
Gooch Feed Mill Co.
Robert Hall Clothes Inc.
Hamilton Watch Co.
Harper & Brothers
Hercules Powder Co.
Hess & Clark Inc.
Hill Packing Co.
Hilton Hotels Corp.
Howard Stores Corp.
Hotpoint Co.

Hudson Pulp & Paper Co.
Insurance Co. of North America
International Correspondence Schools
International Harvester Co. Au,
International Latex Corp.
International Minerals & Chemical Corp.
Kendall Milk Filters H.
Kiplinger

Magle Silicone Ironing Board Cover
Maidenform Bra
Thom McAn Shoes
Merrill Lynch, Pierce. Fenner & Smith
Parson's Ammonia
Pittsburgh Sun-Proof Paint
Prentice Hall
Readers' Digest
Remington Mallsaw
Ripley Clothes
Scott Mitchell Drills
S&H Green Stamps
Simmons Co.
Standard & Poor
Time Inc.
Waverly Fabrics
Wedgewood
White Tower Stands
Zippy Liquid Starch

J. Walter Thompson
Dorcmus & Co.
Weiss & Geller
MacManus, John & Adams
J. M. Mathes
BBDO

J. Walter Thompson
Gore Smith Greenland
William Esty
Cunningham & Walsh
Grant
Grant
Kaplan

Young & Rubicam
N. W. Ayer & Son
Cole & Weber
G. E. Broyles
Frank B. Sawdon
N. W. Ayer & Son
Denhard & Stewart
Fuller & Smith & Ross
Klau-Van Pietersom Dunlap
Davis Ad. Agcy.
Needham & Grohman
Silber stein -Goldsmith
Maxon Inc.
Norman, Craig &Kummel
N. W. Ayer & Son
Albert Frank-Guenther Law
brey, Finlay, Marley & Hodgson
Reach, McClinton
Needham, Louis & Brorby
B. Humphrey. Alley & Richards
.Albert Frank-Guenther Law
Edward Leib
Norman. Craig & Kummel
Boyle, Dane. Bernhach
Albert Frank-Guenther Law
Hedrick & Johnson
Maxon

Albert Frank-Guenther Law
Schwab & Beatty
BBDO
Bobley
Alvin Epstein
Young & Rubicam
Young <£■" Rubicam
Maxwell Sackheim
E. B. Wilson
Maxwell Sackheim
St. George & Keyes
J. C. Morrow
Seberhagen Inc.

U. S. RADIO • January 1959

It TO naaio

NOW.,,

Reprints of selected
articles and
features in
U.S. RADIO
are available in
the above form.
Other articles and
features in
U.S. Radio can
be reprinted
for your use
at nominal cost.

For complete
details write —

Reprints

U.S. RADIO

50 West 57th Street,

New York 19, N. Y.

radio
research

KONO Research Study
Points Up Emphasis
On Qualitative Data

"Advertisers and agencies more and more
are demanding to know not only how
many — but wlio," says Avery Gibson,
director of research for H-R Representa-
tives Inc. "Stations and their representa-
tives must su|)ply more than mere num-
bers." (See Radio Research, November
1 938.)

It is for this reason tliat KONO San
Antonio, an H-R represented station,
commissioned Pulse to take a special
(]ualitative survey evaluating the mar-
ket's radio audience in terms of rental
le\el — a measure of income and discre-
tionary buying power. Also, the re-
search firm was asked to determine the
"adidt-imjjact" of each station in the
upper and middle income level.

"This information is available to any-
body who buys the various services,"
Miss Gibson notes. " The significance of
tlie KONO report is that it places the
asseml)led cpialitative information before
the timtbuyer in an easily readable
form."

Miss Gibson sees a trend in the direc-
titm of qualitative audience analysis on
the part of H-R clients as well as others.
"It is apparent today a number alone is
not indicative of what a client wants,"
she declares. "With more regular listen-
ing now. compared to the quarter-hour
tuning of 10 years ago, advertisers want
the character of a particular station's
audience defined for them. They are
more interested in the penetration of a
station in an average week than, say, in
the specific rating of the 7:29 a.m. spot
on Monday."

Another indication that advertisers
are more interested in the over-all char-
acter of stations and audiences, accord-
ing to Miss Gibson, is the trend toward
"selling the sound along with the num-
bers." She explains that more selling is
being clone with tape to let timebuyers
hear "just how exciting" is the sound of
m.any stations (see Sellirjg tlie Sound,
December 1958).

"Unfortunately, with most buying
done in New York," she says, "buyers
tend to try and relate out-of-town sta-
tions to the sounds of New York sta-
tions, a practice that is not too valid.
By taking them a 30-minute tape we give
agencies a showcase for their commer-

At?.

Avery Gibson, H-R Representatives.

cials — along with the ratings, cost per
thousand, success stories and the rest.

"It is only this combination of tapes
and qualitative research that can give
a timebuyer a true indication of the
character of a station and its audience,"
she declares.

Qualitati\e research should be done
on any aspect of a station's audience
that the market requires. Miss Gibson
asserts. Stations and representatives will
then be meeting the "increasing timr:-
buver demands for information beycjnd
the II uiiiljcrs. '

Science vs Art

Eliminate emotion and stick to the
facts when buying and selling air meclii,
advises .Adani Young, president of Adam
Young Inc. He urges the industry to
make broadcast buying "more of a science
than an art" by divorcing it from emo-
tional factors and fully utilizing ratings
and other available audience research.

Airing his v iews at a recent Time Bu\-
ing R: Selling Seminar of the Radio-
Television Executives Society, he says,
"The answers given by our research
services are more reliable than the per-
sonal opinions of station operators,
media salesmen and media buyers." He
indicates, however, that because the
problems of measuring are so complex,
the established measuring services may
not be the final word for a timebuyer.

"In my opinion," asserts Mr. Young,
"the most studious buyer is the one who
studies trends and is able to determine
through the projection of figures just
what will happen in the next rating
'oook. .\ smart buyer can make great
buys before the rates catch iqi with the
audience." • • •

U. S. RADIO • January 1939

names and faces

Noting the Changes Among

AGENCIES

W. DONALD M\\. copy :j,un\\> lie, id in Niw \>,tk, ;iiul
C:i l ARl.KS RlISSKl.I,, diiccioi ol i.idio tv in San I'lancisco,
nanud vi(C pu'sidciits ol liBDO Inc.

ROBKRT PASCH, a vice president of Kenyon & Eckhardt
Inc.. New York, named associate copy director. Newly elected
vice presidents of KkE: RICHARD McSHANE KELLY,
senior account cxccuiive; REGINALD F. PIERCE JR. and
JEROME H. (;ORl)ON. account executives: CHAHNCY F.
kORTEN and EDWARD B. HENDERSON, art suiKivisors.
and DEANE COORDS, copy supervisor. KSrE also named
ROBERT M. ELLIS an account executive in Detroit.
EDWARD W. KARTHAUS, account executive at Erwin
Wasey, Ruthrauff Ryan Inc., New 'S'ork, cleded a vice
president.

EDWARD J. GARVEY apiioinicd a vice presidciu ol f. M.
Mathes Inc.. New York. He is an account supervisor. Also,
ROBERT S. COLLINS and JAMES O. RANKIN promoted to
assistant creative directors and MARY ENTREKIN, formerly
with Daniel &: Charles Inc., New York, a])pointed an account
executive.

CHRI.SIY WALSH, formerly with Ted Bates R: Co., has

STATIONS

CH.XRLES F. GRISHAM elected president and ,<i;eneral nian-
as^er of the .'\labama Broadcasting System which operates
WAPI .\M FM-TV Birmingham.

HOMER H. ODOM. former conmiercial manager of WAKY
Louisville, appointed general manager of WEZE Boston.
ROBERT J. DUFFY promoted from sales manager to station
manager of KOLR Sterling, Colo.

JAMES A. JORDAN, former sales manager of \VJJD Chicago,
named to a similar position at WOKY Milwaukee.
ROBERT S. De TCHON. fonuer sales manager of WHK and
WJMO Cleveland, appointed sales manager of WYDE Bir-
mingham.

BILL ALFRED, former sales manager at KAKC Tulsa, named
to similar post at KIO.\ Des Moines.

LINCOLN L. HILBERT promoted from merchandise field
man to merchandising manager of W'LW radio-tv (Cincinnati.
DAVID RING, formerly with General Electric as a merchan-
dising representative, has joined the merchandising department
of KMOX St. Louis.

DON.ALD R. EVERS promoted from account execiuive to
general sales manager at KEMB San Diego.
BARRETT H. GEOGHEGAN promoted from account execu-
tive to sales manager of VV^ABC New York. Also THOMAS
A. MAGER, formerh' with .\&;P food stores, named merth.ni-
dising manager of \\^\BC.

ED SLOAN, former sales manager of WAMS AV'ilmington,
Del., promoted to midwest sales director of Rollins Broad-

Jordan Geoghegan Grisham Close

joined Ogilvy, Benson R: M.iiIk i Iik. ,is in.in.i-< i ol its new
llollywood olfice.

ROBERT S. WRIGH 1 JR.. lornidly an art director with
J. M. .Mathes Inc., New ^'ork, appointcrl creative flirertor of
Hogan, Rose S: Co., Knoxville, Tenn.

W. K. COCHRANE SR., formerly widi Dully, .\I((.lure &:
Wildd ln( .. named an a((ouiu supervisor at Wcllman-Biis( h
man Co., Cleveland.

R.ALPH L. YOUNG, previously wiiii Kdkniau Indusiries Im .
a|)poiiued an atcoinu execiuive at Conipion Xdveriising Im .
Los Angeles.

(;E()RGE a. PRE.S'1 on, formerly with Riedl it Freede Inc.,
(Clifton, N. J., has joined Albert Frank-Guenther Law Inc.,
New York, as an account executive.

.ARNOLD POLK, former advertising manager of .Sav-On
Drug Stores, named director of merchandising at Beckman-
Koblitz Inc.. Chicago.

BEI'IY BASTION and BURTON KAPLAN named to the
public relations department of Hicks &: Greist Inc., New York.
JACK WISE, formerly radio-iv farm director at KCMO Kansas
City, Mo., has joined the farm radio department of Aubrey,
Finlay. Marley 8; Hodgson Inc., Chicago.

casting Inc. He is siucceded by DICK LEI. of the AV.\MS
sales staff.

WILLIAM M. SCRUGGS JR., formerly vice president and
manager of the Atlanta office of Bomar Lowrance and Asso-
ciates, station represcntati\es. appointed promotion manager
of WSOC-AM-TV Chailotte, N. C.

REPRESENTATIVES

(.ORDON f. HA\E.S, general manager of CBS Radio Spot
Sales, appointed vice president in charge.

RICH.ARD H. CLOSE, director of rejireseiued stations for
NBC Spot Sales, promoted to direc tor of NBC Spot Sales.
BERN.VRD I. OCHS. formerly with WIAVA (T\') Atlanta,
has joined Rambeau. ^^^nce. Hopple Inc. to head its new
Atlaiua sales office.

DON CHAPM.AN. formerly a nudia group supcr\isor at
Lennen & Newell Inc., New York, and EDWARD W. A.
SMITH, formerly an account executive with Henry I. Christal
Co., New York, named to the radio sales staff of Adam Young
Inc.

NETWORKS

J.AMES G. RIDDELL. a member of the board of .American
Broadcasting-Paramount Theatres Inc. and vice president of
.ABC, named chief executive officer in charge of the ABC
Western Division with headquarters in Hollywood. He suc-
ceeds EARL HUDSON, who will continue as a vice president
of ABC and as .AB-PT's representative on the board of Disney-
land Inc.

Hayes Hilbert Cochrane De Tchon

U. S. RADIO • January 1959

EDITORIAL

• • • evaluating the year aliead

OPTIMISTIC SIGNS

E\aluaiing tlie business outlook for a year
ahead is never an easy task. In the case of radio,
there are many optimistic and encouraging signs
for 1959.

According to the National Association of
Broadcasters, radio in 1958 lor the third con-
secutive year scored an increase in gross revenue
—from $622.5 million in 1957 to '|641 million
last year (see Outlook '59: Will It Be Better
Than 1958?, p. 25) . This ^\'idening use of the
listener's medium portends well tor 1959.

Another positive guidepost is that radio forces
are ready to unleash one of the most ambitious
sales building programs in the history ol the
medium. With 1959 the year of the hard sell.
Radio Advertising Bureau and Station Repre-
sentatives Association are working on new sales
approaches.

THE COMPANY LEVEL

Although RAB promotes total radio while
SRA is the spot promotion organization, there
seems to be one thing in common in their 1959
efforts.

Both have come to the same conclusion that,
in general, it is just as necessary to reach the
advertising manager — or higher — at the com-
pany level as it is to talk to agency executives.
In this way, the whole btiying group is reached.

This same approach appears worthy of adop-
tion on all levels of the sound medium — na-
tional, regional and local.

In addition to these positive notes in a year
of hard sell, there are also warning signals that

must be heeded. One of the most important is
the civil war within radio that keeps the medi-
um's sales forces concentrated on a fixed percent-
age of radio ad outlays. With relative harmony
and cooperation, radio could work together to
expand the total expenditures headed its way.

Competition is the lifeblood of any business —
but let it be against other media as opposed to
competition within radicj today.

ALL-INDUSTRY SELLING

One resolution we put up for adoption in the
coming year is that radio salesmen everywhere
allot a fixed percentage of every sales call to the
selling of the radio medium alone.

We realize that this all-industry approach
more often than not is considered academic when
confronted with the realities of day-to-day sell-
ing. We still believe, however, that radio can be
furthered best by promoting the interests of the
whole medium.

The advances that radio made in 1958 are sig-
nificant and should be used to further the medi-
um in 1959.

Radio listening has risen substantially
throughout the day w^ith the exception of only
three hours (see chart, p. 26) . For example, in
the 9 to 10 a.m. period, 7,679,000 homes were
using radio on the average minute in October
1958 compared with 6,286,000 in October 1957.
In addition, the number of radio sets are up to
145 million.

The year 1959 offers a great opportunity. With
the new sales development efforts planned, the
coming months should be big ones.

U. S. RADIO • January 1959

roadcasting

DETROIT

In the Home

of the Automobile . . .

Where advertising people

.... know their Market, and

.... know their media

.... along with their Motor Cars

A top national agency's

own 1958 private survey

disclosed

W-CAR carrying more

Your
'59
Budget
will

Farther

W-CAR

Lowest cost per thousand
In Detroit Area

Automobile Advertising

-regional, national and dealers-

than any other

Detroit Area station

Detroit Sells Cars — and Buys W-CAR!

W-CAR— DETROIT

50.000T 1130

• • •

K
C

COVERAGE

where it counts

KMYR

A VITAL FORCE
in selling

Todayk DENVER^

SOLID

NO.

ALL
DAY

KMYR

DENVER

HOOPER

July- Aug. '58

PULSE

17 County Areo Jufy 'S8

ALL DAY quarter -hour

firsts than any
other Denver
ttatton.

IF RESULTS ARE A MUST, SO ARE

DON W. BURDEN — President

>r buyers and sellers radio advertising

VOL. 3— NO. 2
FEBRUARY

1959

35 CENTS

IT ON SPOT

intatives Gear
lard-Seli Year

page 23

ITION BARRA

lesmen Show
I Clients 'How'

page

IVO BARKS BACK

Food Returns With
Budget to Radio

With I
dio^^

9 NAB PREVIE1

of 'Streamlined'
ition Under Wa'i

^E. Cowell
^sified Radio Buys
for Iron City Beer
Pwo Sound Decades
page 34

TJJ/O

FIRST PLACE
BLUE RIBBONS

t^'i t/te NEW
KlOA STORY!

msr IN lom

PROVED BY NEW 70 COUNTY AREA PULSE-NOV., 1958!

FIRST IN OBS MOim

FOR 22 CONSECUTIVE MONTHS ACCORDING TO HOOPER!

FIRST IN LOmST COST PER 1,000

SEE YOUR WEED REPRESENTATIVE FOR FULL INFORMATION.
HE'LL GIVE YOU PROOF THE NEW KlOA HAS THE LOWEST COST
PER 1,000 OF ANY MEDIA (AIR OR PRINT!) COVERING THE
STATE OF IOWA!

YOUR BLUE RIBBON B U Y /l N IOWA

7^ KlOA

THE STATION THAT IOWA LOVES - BECAUSE WE LOVE IOWA
940 KC • DES MOINES, IOWA • JIM DOWELL, V.P. And Gen. Mgr.

PcMcc ^adca C(nfr.

THE m KAKC

AND

Wt mW KlOA - ^

10,000 WATTS • FIRST IN DES MOINES 1,000 WATTS • FIRST IN TULSA -gj

LESTER KAMIN, PRESIDENT

MORf NATIONAL SPOTS

WERE SCHEDULED ON

...IN THE PAST 30-DAYS THAN ANY OTHER
LOUISVILLE RADIO STATION!

^^ere tnudt 6^ ct, ^ecL4a*t . . . AND
WINN HAS FIVE-STAR REASONS:

'e don't Rocfc 'em . .
Koll em . . . We Sell 'em!

ERSOASIVE

DJ's

GLEN A. HARMON, oinmai manage*

LOUISVILLE'S

SALES
RESULTS

presented by

AVERY-KNODEL

INCORPORATED

< ORK AVLANT* OALLA*

• AH rHANCISeo I.O* ANOILC* CMICAOO SCATTl

airwaves

adio's Barometer

Spot: In li<;lii ol opinions l)y some to the coniraiy, Lavvieiuc VVcl)lj,
inanaj^int^ diicc tor ol Station Representatives Association, believes that
spot radio in i!)58 will he about five percent above 1957. He estimates
that when final figures arc in spot radio will gross SI 78 million (see
Accent on Spot. p. 2'5) . SRA also estimates that spot business lor the
first nine months of 1958 totaled $126,01().()0() (ompaicd with .SI22,()()(),()(U»
lor the same 1957 period.

$641 ,000,000 '58 Radio
(NAB est. -gross)

$178,000,000— Spot '58
(SRA est.)

Network: XliC Radio, CBS Radio and AIIC Radio ha\c reported new
business lor varying jjeriods. NBC has annomued S7, 210, 000 in net
business since November 1, with about $1 million ha\ii-g been signed
since mid-December. CBS has reported .1,S50,()()() in new business in a
week to add to the $1.5 million in sales since it announced its PCP
lormat. ABC reports that sponsored time in 1958 was 23 percent ahead
ol 1957. (See Report fyo)n Xetzi'orks. p. 59.)

37,800,000 Car Radios

145,000,000 Sets in Use

3,904 Stations on Air

11,051,499 Sets Made
(1 1-month EIA est.)

Local: Four stations— KNX Los Angeles, VV.VBC and WQXR New
\ ork, and KAIJ Pasadena, C^alil. — have reported winding up 1!(5S with
increasing sales. KNX says it set a near all-time record of $108,000 in net
billings for a single week in mid-December. WABC reports that local
radio sales in the fourth quarter of 1958 were 52 percent ahead of the
same 1957 period. KALI declares that dining the final cpiarter of 1958
billings increased more than 40 percent due in part to the station s new
24-hour operating schedule. WQXR reports that 1958 sales hit an all-
time high — about six percent higher than 1957.

Stations: The niuiil)er ol am antl Im stations on the air as ol niid-
[aiuiary totals 3.901. an increase of 18 (11 am aiul seven Im) over the
prioi month.

Stations on the air
Applications ]iending
Lhider construction

Conimercidl AM
•5,326
470
114

CnininrrrKtl i \[
578
44
117

Sets: Total radio set production including car radios for November was
1,545,60(1 (for 11 months, 11,051,499); total auto radio ]jrodrution for
November was 476,977 (for 11 months, 3,156,595). Total radio set sales
for November excluding car radios were 1,031,574 (for II months,
6,686,506) . Transistor sales lor November were 5,440,981 with dollar
value of $12,441,759 (for II months. 41,423.114 with dollar value of
$96,133,811) . .Vlso see Report on Fm (p. 60) for hn figincs.

U. S. RADIO • Tiliniarv 19.')9

The only radio station
between Detroit and
Chicago to offer this
around-the-clock service

•

Wester Mith^m^
Most Pmit{d
\\idtpmlM

MUSIC and NEWS

for buyers and sellers of radio advertising

FEBRUARY - 1959

... IN THIS ISSUE . . .

Accent on Spot 23

liicakdown ol RtiJicsciitatives' Kudgcts
Shows Growtli ol Services to Iiuhistry

Thrivo Comes Barking Back 26

i .1 1 ") \ car Absence, Radio Pioneer
Ribuilds Sales With Entire Budget in Sound

Operation Barrage 30

R Ali Salesmen 'Hit the Road' to Demonstrate
Radio's Effectiveness to Regional Clients

A Head for Radio 34

Iron City Beer, 20 Years in the Medium,
I)i\()tes ')() I'crcdU of Budget to Radio

How '59 Convention Will Differ 38

Under New 'Streamlined' Eormat, NAB Plans
Annual (lailurinj; lor 'Owners, Managers'

Dedicated Radio or Propaganda? 42

NBC's Jerry Danzig Reports on U.S.S.R. Trip
To Study Broad(asting for State Department

Weekend Bonanza 44

New Nielsen 'Duplication' Study Indicates
Worth of Saturday or Suiidav Spot Purchases

. . . DEPARTMENTS . . .

Airwa\es.
BPA Memo
Commercial Clinic
Editorial
Eocus on Radio
Hometown U.S.A.
Letters to Editor
Names and Faces
Radio Registers
Radio Research
Report from Agencies

Report from C^anada

Report on EM

Report from Networks

Report from RAB

46
49
20
63

Report from Representatives

Silver Mike

Soundings

Staticjn Log

Time Buys

Washington

ARNOLD ALPERT

Editor and Publisher

CATHERINE SCOTT ROSE

Business Manager

JONAH GITLITZ

Managing Editor

ROLLIE DEVENDORF

An Editor

CAROL MURDOCK

Senior Editor

MICHAEL G. SILVER

Assistant Editor

PATTY KIRSCH

Assistant Editor

PATRICIA MORAN

{Washington, D. C.) Assistant Editor

WILLIAM B. BIRDSALL

Advertising Manager

JEAN L. ENGEL

Production-Sales Service Manager

SARA R. SILON

Secretary to Publisher

Member of Business Publications
Audit of Circulations Inc.

BPA

U. S. RADIO is published nnonthly by
Arnold Alpert Publications, Inc. Editorial
and Business Office 50 West S7th Street.
New York 19, N. Y. Circle 5-2170. Chi-
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Copyright 1959 by Arnold Alpert Publica-
tions, Inc. Accepted as controlled circula-
tion publication at Baltimore, Maryland.

U. S. RADIO • February 1959

w/7/ be
happy to
send you the
following:

□ Keystone's complete station list, or

□ Details on Keystone's farm market coverage

write or wire today!

BROADCASTING SYSTEM, inc

U. S. RADIO • February 1959

Keystone Broadcasting System, Inc. Dept. US-2

in West Washington St., Chicago 2, III.

I I Please send me copy of up-to-date Farm Market Analysis.
I 1 Keystone's entire station list.

Name

Address-
City

-State.

-Zone-

EDWARD RETRY & CO., INC.
NATIONAL REPRESENTATIVES

I);

C/. S. RADIO • Ftbruai) 1959

'Personality Plus'
Is Trend for 1959

Post Mortem: Liquor
Ads Do Fade on Radio

In a swing to |nilliiis^ ilic disiindive local loiuli to |)rf)gi anniiin}^, sia
lions across llie (oiinli) appear Ijent on biiiiciing "personality" and
"talk" sliows ckiring the coming year. The prospective pay-off: Increased
achertising. VVTXX) Minneapolis, adjiisling to CIVS Radio's I'rograni
Clciisolidalion Plan, leporls it present 1\ has more l)iisiness on the ho'>ks
lor 195!) tliaii it had loi the same peiiod in lU'iH. (See How CBS Slalions
arc Adjitstnio lo I'd', p. I!).)

Finally yielding to the wishes ol the National Association ol Hroadcastei s,
VVC^RH VValtham, Mass., is reportedly the last of the NAB-meinber sta-
tions to go along with the ban on hard-licjiior advertising on the air-
waves. \V'^CRH does it reluctantly, however. Before putting the cork on
the bottle, Ted Jones, jircsident. teinied il "hypocritical" to allow beer
and wine advertising and to disallow the harder beverages. He said the
situation is "discriminatorv against broadcasting." .\bout half of the 26-
week contract with Nuyens \'odka, through the -Sackel Agency, Boston,
was cancelled (see Coiiiinercial C.li>ii( . December H)58) .

. . . Station Survey
Claims Support for Ban

Behind Newspaper Headlines
There's a Radio Story . . .

Another chapter in the c ()iUro\ ersial story on radio licpior advertising
has been written by WDOK Cleveland. After being approached by a
Vodka manufacturer, Fred Wolf, general manager, decided to place the
issue befoie his listeners. A cme-week listener smvey, WDOK reports,
produced over 1,500 letters with the vote going eight to one against hard
liquor advertising on the air.

The battle between radio and newspapers threatens to stay hot. Days
after the .\NI'.\'s fVmeau of .Vdvertising released an anti-radio banage on
the effects of the newspaper strike in New^ York, Radio .\dvertising
Bureau issued a dociunentcd study on the same sidjjecl. R.AB cjiioted
glowing sales reports from various stores who were forced to do without
newspapers fc^r the Christmas season (Macy's, Gimbel's, Abraham 8:
Straus, Stern Bios., Sunset .Appliance Stores) . In fact, R.VB states, New-
York business showed a greater increase than many parts of the nation.

. . . WQXR Documents
Its Role in Strike

McCavren-Quinn Corp. is CBC'S
First American Representative

In an eight-page study, WQXR reveals that during the 19-dav newspaper
strike in New York it aired 1,920 minutes of news in 10- and 15-minute
segments every hour on the hour and at a number of half-hour intervals.
Owned by the Neio York Times, the station used many of the ncwspajjer's
reporters and editors who were idle because of the strike.

.\Ic(ia\ ren-Ouinn Corp., appointed V. S. representative for the Canadian
Broadcasting Co.'s two networks (Dominion and Trans-Canada) and its
12 owned and operated stations, is the CBC's fust .\merican representa-
tive, the firm says. McGa\ ren-Ouinn will handle spot sales for the oRro's
and network sales lor the Dominion and Trans-Canada networks.

Is There Trend

To Single-Rate Cards?

Move by three Balaban Stations and Kl L'L Tulsa to otter rates lor all
advertisers is being applauded by that segment of the industry that is
pressing for more complete acceptance of single-rate structure by radio
stations. These stations have adopted same rates for national, regional
and local advertisers. (See Accent on Sf)ot. p. 2.S.)

U. S. RADIO • Feliruary 1959

Our finest awar

rnmcnt

V I ) vr { ( ) ^

is written in pencil

or ooura* w«'r« proud of tha tllvor and brons* pl»qu«a, the
modaia, thn handaoin«iy lettered aorolla thet make up the more than
lOO major awarda won by Croaley Broadcaatlng Corporation.

But our rineat award la written In a ohlld'a hand on lined paper.
It almply aaya, "Thank you for the toya you aent me when I wae In
the hoapltl. I atlll have thom.*

In our 30 yeara of broadoaatlnir and over lO yoara of telecaatlng, we
have been privileged to make many contribution* to the progreaa of
the Induatry. Our public aorvlooa, our ehowmanahlp and technical akllla
are widely known. But our fineat achievement, acknowledged by a
child, la keeping heart and humanity In broadcaatlng and telocaatlng.

Wherever there la a WLW— Indlanapolta. Cincinnati, Columbua, ^
Dayton, Atlanta— 'there la alao the warm and friendly aplrlt of a atatloa
that puta aervlce to the community above aU other conalderatlona. j

WLW-I

Television
Indionopolis

THE
CROSLEY
GROUP •■

WLW-T

Television
Ciniinnoti

L
W

WLW-C;

Television j
Columbus •

WLW-A

Television
Atlonia

Radio

Crosley Broodcasting Corporation, a division of >4inBO Manufacturing Corporation

U. S. RADIO

e February 1959

Way out
Front!

WPTF

WPTF is way out front with lis-
teners both at home (Metropolitan
Raleigh) and throughout its 32-
County Area Pulse. 70 out of 72
quarter hours at home . . . and every
single quarter hour throughout the
area! And here's the share of audi-
ence story:

Metropolitan Raleigh (Wake County)

WPTF ... . 31.4%

"B" 24

''C" 16.7

"D" 9

"E" 5.3

All Others. . 8

35% Share of Audience

11958
Area Pulse 32 Counties

WPTF Local 2nd Sta. 3rd Sta.
Network

12.7%

6.7% 5.7%

NATION'S
28th RADIO
MARKET

NIELSEN

50,000 WATTS 680 KC

N8C Affi/i'ole for Sa(eigh Dur/iom
ond fos'ern North Carolina
R. H. Mason, General Monager
Gus Youngsteadf, Soles Monoger

PETERS, GRIFFIN, WOODWARD, INC.

NoNono/ ftepresenfo'ives

time buys

Bon Ami Co.

Agciiiy: Cole, l'is(lic\ (ind Rogow,

Neu> Yorl;
ProdiKl: H()liSEH(M.l)
CLEANSERS
Within ihe next eight weeks tliis
c()nij);my will lauiuii a saturation
radio canipaign in many markets,
spreading out liom ihc 10 cities and
25 stations currenily on ils sdicdulc.
The firm tested radio last lall, hnind
the medium and the mci ( iiandising
it offered so advantageous that the
(leanser has stayed on the air non-
stop during what is normally a mid-
winter "silence" for this type ol
jHodnd. Jackson Dulje is in charge
of timel)iiying.

Bristol-Myers Products Division

Agency: Dohcrty. (:ii[jord, Steers 6-

Slierifteld Inc., Xeiv York
Product: MUM

Availal)ililies are being lined up
lor a 21 -week radicj campaign to start
the first of March for this deodoiant.
Daytime minutes are being sched-
uled in 60 markets for an average
frequency of 17 to 20 announcements
a week. Ed Green is timebuyer.

Chemical Specialties Co.,
Health Products Division

Agency: Kenneth Rmlry Co..

Neu' York
Product: SPRA-O-MED

Prosj)ecls lor branching out into
other markets for this new push-but-
ton vaporizer for colds and nasal
allergies depend on results from the
ciurent campaign, which will run a
minimum of 13 weeks over metro-
politan-area New York stations, then
"stop back" until September when
advertising will resume. The firm
is currently using more than 200
spots a week in the New York mar-
ket. Kenneth Rader, agency owner,
handles the acccjunt.

Donovan Coffee Co.

Agency: /•)«///>■ M. Taylor Advertis-
ing. Birmingliatii
Extending from West Georgia to
East Mississippi and including the
entire state of Alabama, radio cover-

age toi this coflee make i is on a
current monthly sdiedidc oi 1,800
announcements over 21 stations,
using 30-second sjjois on an ROS
daytime basis. One stalicjii is carry-
ing 12 daily "instant newscasts" pro-
moting Donovan's Red Diamond In-
stant coffee. The company buys
monthly "to keep it llexil)le." Joan
Ore! way handles timebuying.

Dro Inc.

Agency: Kenneth Rader Co.,

Next' York
Products: DRO AND NO. 49
INSECTICIDES
A note of warning to bugdom:
Both in.secticides will be stepjjing up
their aerial campaigns in mid-May,
going from the present 110 spots a
week (averaging 20 each on seven
stations in the Washington, D. C.-to-
Connecticut belt) to 220 a week
through the summer months. The
ccjmpany puts 80 percent ol its ad-
vertising budget into radio, on a 48-
week schedule running from mid-
January to nn'd-December. Kenneth
Rader, agency owner, handles the
account.

Food Bank Stores

Agency: Jimmy Fritz if Associates,
Hollywood
Initial radio buys for the client by
its newly-appointed agency include
a total of more than 15,000 spots on
five Fresno stations — KYNO, KFRE,
KMJ, KEAP and KMAK— available
to suppliers on a package co-op basis.
The saturation campaign for the 24
Food Bank stores in the San Joaquin
Valley will include special in-store
promotions and tie-ins. Bob Oyster
is manager of the agency's Fresno
office.

V. LaRosa & Sons Inc.

.\eencv: Hicks ir Greist Inc.,

New York
Product: MACARONI, SPAGHET-
TI AND ITALIAN-
STYLE SAUCES
A partly educational, partly "hard
sell" campaign in Florida may con-
tinue indefinitely in that area, where

(Cont'd on p. 10)

U. S. RADIO • February 1959

for Jacksonville time buys

WZOK appoints EASTMAN

JACKSONVILLE, FLORIDA

ALL JACKSONVILLE IS JUMPING FOR JOY
OVER THE WONDERFUL WZOK

HOOPER INCREASE FROM

JUNE, AUG. 1958 TO OCT., NOV. 1958

A.M. RATINGS UP 339%!
P.M. RATINGS UP 388%!

NEW YORK:

527 Madison Avenue
New York 22, N. Y.
PLaza 9-7760

robert e. eastman & co..

inc.

national representatives of radio stations

CHICAGO:

333 N. Michigan Ave.
Chicago, Illinois
Financial 6-7640

SAN FRANCISCO:

Russ BIdg.

San Francisco, Cal.

YUkon 2-9760

DALLAS:

211 North Ervay BIdg.
Dallas, Texas
Riverside 7-2417

ST. LOUIS:

Syndicate Trust BIdg.
915 Olive St.
St. Louis, Missouri
CEntral 1-6055

U. S. RADIO • February 1959

BEFORE YOU BUY

ANY RADIO
IN SAN ANTONIO

Let the facts on San Antonio's
radio market speak for them-
selves ... in one of the industry's
most searching reports on pur-
chasing power of San Antonio's
radio audiences . . . based on
FACTS compiled by PULSE. Get a
a free copy BEFORE you buy
another spot. No obligation, of
course. Ask for

"An Evaluation of Radio
Audience Purchasing
Power in San Antonio"

See your Fl " H representative
or Clarke Brown man

or write

direct to

JACK ROTH, Manager

P. O. Box 2338
San Antonio 6, Texas

t-ime buys

(Cont'd from p. 8)

I he tomjjany is exjjanding its luai -
keling operations. The scliedule,
which started jaiiiiary 8, adds St.
I'clcrsburt^, .Miami, Palm Beach,
lampa and Ft. Lauderdale to a
ladio coverage that presently in-
cludes major markets in New Eng-
land, the Atlantic states south to
Maryland, and west to Chicago.

Liggett & Myers Tobacco Co.

.\gency: iXU Cann-f.i ick.sun Inc.,

Neiu York
Product: OASIS MENTHOL
CIGARETTES
(Aurently on the air in 14 markets,
Oasis is using 20 to 40 announce-
ments a week on an average of three
stations per market. The campaign,
which started January 12, will con-
tinue for 8 to 16 weeks. Daytime
minute and 20-second ET's consti-
tute the aerial advertising. Gini Con-
way is timehuycr.

Mister Softee Inc.

Agency: Gresh and Kramer,

Pltiladelpliia
Product: SOF'L ICE CREA.M
PRODUCTS
Distributors and dealers across the
country are now buying available
spot time before and after The Story
Princess, ABC network program be-
ing sponsored by the parent firm
starting March 7. More than 100
stations have been lined up so far in
this co-op arrangement. Dealer and
distributorships currently being
] sought in the W^est are expected to
bring in additional spot radio cover-
age. The company itself is conduct-
ing a bi-weekly teaser spot campaign
at present, promoting the network
program. Soft ice cream season starts
in March, continues approximately
eight months. Janice Branco is asso-
ciate timebuyer for agency.

Pharmaceuticals Inc.

Agency: Parkson Advertising Agency

Inc., New York
Product: SKOL SUN TAN
LOTION
Down south for the winter (via a
heavy schedule of spots on two
Miami stations) , this product will
migrate to a wider range of radio in

mid-April oi sluntly aliei. Kiitli
Bayer is all-media i)uyer.

Pierce's Proprietaries Inc.

Agency: Mogul, Lewin, Williams &

Saylor Inc., New York
Prcxluct: DR. PIERCE'S GOLDEN
MEDICAL DISCOVERY
Continuing through the end of
April, an average of five announce-
ments a week over 50 stations is be-
ing broadcast for this stomach prepa-
ration. The campaign, which started
in January, is comprised of one-min-
ute ET's. Joyce Peters is timebuyer.

Richfield Oil Corp.

Agency: Hixson ir Jorgensen Inc.,
Los Angeles
RicJi field Reporter, going into
its 28ih year as a West Coast new.s-
cast, has been renewed for its second
52 weeks on CBS Radio Pacific net-
work. It is broadcast over 29 net-
work stations from 10 to 10:15 p.m.,
Sundays thicnigh Fridays; John VVald
is now in his 2 1st year as "re-
porter."

Sinclair Refining Co.

Agency: Geyer, Morey, Madden &

Ballard Inc., New York
Pioduct: SINCLAIR PETRO-
LEUM PRODUCTS
Pending final approval of the 1959
advertising budget (yet to come at
presstime) , the firm has been renew-
ing its extensive spot schedules on a
two-week basis. As of January 5, it
launched another year of Mutual
network "quickies," broadcast EST
8:30 a.m., 5:30 and 7:30 p.m. five
days a week. 1958 spot schedules
were in 500 cities on 1,000 stations,
\^ ith close to 12,000 announcements
aired weekly. Timebuyer is Kay
Shanahan.

Standard Brands Inc.

Agency: Ted Bates & Co., New York
Pioduct: BLUE BONNET
MARGARINE
In a spread of approximately 80
markets, this firm is on the air for
Blue Bonnet with 30 to 40 spots a
week via multiple stations per mar-
ket. The foin-week campaign which
started in mid- January may extend
indefinitely. Timebuyer is Len Soglio.

U. S. RADIO • February 1959

easy on
the eye.

Latest Pulse shows the

spectacular swing of audiences .

to KSO . . . tells why ^''i;,
advertisers, national and local,
have boosted KSO gross billing ^f*'
a sensational 90%
in the past 4 months.

KSO is up 47% from
6:00 AM till noon.

KSO is up 23% from
noon to 6:00 PM.

VoH ^eU S^tM^f

Bell-loving Iowa has upped his
audience a mammoth 150%.

Fully 40% more men. women and
\ teenagers are spending their listening
hours with KSO. And we're handing
over this ever-booming audience to our
ever-happy advertisers at lowest CPM in
KSO history — as low as $.73 per
Mmmmmni.

THAT'S WHY IN DES MOINES IFS

LARRY BENTSON TONY MOE JOE FLOYD

President Vice-Pres.-Gen. Mgr. Vice-Pres.

Stromberg-Carlson Co.,

Division of General Dynamics Corp.

.\j;cn(\: 'll\c /{ininill Co..

Rodir.Un . \. Y.
I'lodiKi: RADIOS. I'llOXO

(.R.M'li.S. SOli.M)

EQUIPMENT
Two liall-hoiii musical program.s
a week are l)cino sponsored bv the
(om])any over WQXR .\cu ^ork
and ihc ini stations ol the WXQR
ne twork, lor IM weeks starting Feb-
ruary 2. The Pops Concert, originat-
ino in the New York station, will be
carried i)y WFLV-KM Albany-Troy-
Schenectady; WRRA-FM Ithaca-El-
inira: W } T N - F M Jamestown;
W RRC-FM Mohawk Valley;
WHDLFM Olean; \VH¥M and
VVRRE-FM Rochester; WSYR-FM
and WRRD-FM Syracuse, and
VVRUN-FM Utica. Richard Shep-
ard, radio-tv director, located at the
agency's Buffalo office, supervises the
buying.

Thrive Co.

Agency: The Clements Co.,

Philadelphia
Product: THRIVO DOG FOOD

Back on the air after a 15-year
hiatus, this pet food company, under
new ownership, is pouring 100 per-
cent of its advertising budget into
radio to help boost the product to
its pre- World War II eminence. Cur-
rently in its initial 13-week schedule,
Thrivo is using an average of 20
announcements per station (600 an-
nouncements altogether) each week
on 33 stations in 26 cities, from New-
York south to Washington, D. C,
and west to Pittsburgh. (See Thrivo
Comes Barking Back, p. 34.) Media
buyer is A. L. King.

United Fruit Co.

Agency: Batten, Barton, Durstine &

Osborn Inc., New York
Product: BANANAS

Chiquita Banana swings into
"bananaslang" in her 1959 radio
campaign due to start about April 20.
In flights of 8, 10 and 13 weeks in
the spring and similar scheduling in
the fall, announcements will be aired
at the rate of about 20 a week in
approximately 49 markets, betv een
7 a.m. and 6 p.m. five to six days a
week. Timebuver is Ted ^Va]]ower.

We're No. 1 in
Jacksonville . . . .

"but that's not
enough! " says

Robert R. Feagin

General Manager

WPDQ
Jacksonville, Fla.

"For over two years the two major rating
services hove found WPDQ Jacksonville's
top station. This is gratifying to us — but
we know agency Time Buyers and Adver-
tisers want to know more than the rating
story before placing a schedule in Jack-
sonville. To get results a station must
have listeners, true — enough to get good
ratings — but those listeners must be alert,
loyal, and active in the community. Alert
to catch your commercial message — loyal
enough to accept the station's implied
endo''sement of your product and act on
It.

Here at WPDQ we consider community
stature of equal importance with ratings.
A station with community acceptance at-
tracts citizens of stature as listeners —
alert listeners — loyal listeners — buying
listeners!"

COMMUNITY STATURE BUILDING
FEATURES AT WPDQ INCLUDE:

• Ten times daily News Director Ed
Grant broadcasts the answers to im-
portant community questions through
the actual voice of local authorities.

• WPDQ News Correspondents report
local, state and national news direct-
ly from the spot where news is hap-
pening, while it is happening.

• 24 Hour Service — Jacksonville listen-
ers keep up with the best in music,
late news and weather anytime of
the day or night on WPDQ, Jackson-
ville's only full time radio station.

• WPDQ is owned, operated and
staffed by mature, professional peo-
ple— leaders in community affairs.

Represented by
Venard, Rintoul and McConnell
James S. Ayers, Southeast

5000 Watts

600 KC

WPDQ

Where alert listeners tune by choice,
not by chance ....

U. S. RADIO • February 1959

Since CBS Radio

announced PCP,
U. S. advertisers
have invested

$4,136,000 in

new and expanded
schedules on the
CBS Radio Network.

Program Consolidation Plan,
effective January 5, is the
first major forward step to
assure network advertisers
of larger national audiences.
These greater values are
created through uniform
station clearances, news
every hour on the hour and
/ more effective sequencing
of entertainment programs.
Full details on request.

New miilti-mlllion dollar
investment in CBS Radio
Network from industry leaders
like: Bristol-hfyers Co.,
California Packing, Fram
(Filter) Corporation, General
Electric (Lamp Division),
Lever Brothers, Lewis-Howe
Co., Q-Tips Sales Corp.,
Standard Packaging Corp.,
Stewart-Warner Corp. (Alemite
Division), and many others.

CBS

RADIO

Greatest sales
period of any

radio network
in years.

Bartell Family

Radio

Radio-Active

It is not a background, but seeks constantly to motivate
participation, response. That's why the alert local
news coverage, the thoughtful editorial capsules, the
thorough traffic and weather services. Activity is the

essence of familv radio.

BHRIEll
fHinilV
RRDIO

COAST TO COAST

Bartell it . . . and sell it!

[^^^^ I L,3,o.. lu.nii J
ISO in immincxam-l

AMERICA'S FIRST RADIO FAMILY SERVING 15 MILLION BUYERS

Sold Nationally by ADAM YOUNG INC.

U. S. RADIO • February 1959

Washington

FCC Chairman Doerfer The Fcdcnil C:oiiiniunic;ilions Coiiimissioii c iiicrs ilic new year with iiiftre

Cites Radio Advances . . tlian 2, 100, 000 ciineiit aiithoi i/alioiis in the liekl ol radio, Chairman

John C. Doerler tells u. s. radio. Radio permits and licenses increased
by approximately 200,000 during 1958. The present total, he states, rep-
resents the use of approximately 1,500,000 transmitters, which is 250,000
more than a( the close of 1957.

Technical Problems "The phenomenal growth of radio," Chairman Doerfer contiruies, "is, of

Caused by Growth . . . course, accompanied by many technical problems. I hey involve finding

spectrum space for new and expanding services, obtaining more eco-
nomical use of available frequencies, and controlling interference not
only between stations but also from the mounting use of non-communi-
cation electronic devices."

. . . He Outlines Among the more pressing problems facing the FCC in 1959, Chairman

The Job Ahead in '59 Doerfer cites these: "Considering the recommendations of the commis-

sion's special staff study on network broadcasting; whether more standard
am stations can use channels which bring programs from distant stations
to remote areas at nighttime; the extent daytime standard stations can
operate longer hours without serious interference to other stations
rendering nighttime service, and whether fm stations can engage in
additional supplemental services to augment their income."

Legislative Ball Gets Members of the House and Senate have completed the humdrum details

Rolling in the Senate ... ot setting up housekeeping on the Hill for the 86th session of Congress

and have buckled down to work. Among the countless legislative head-
aches with which the nation's lawmakers must cope in the coming months
is broadcasting in both its practical and academic aspects.

. . . Spotlight Expected Based on the finor caused by hearings held last session before the House

On Code of Ethics . . . Subcommittee on Legislative Oversight, broadcasters may expect a Hood

of bills reconmiending a code of ethics for federal regulatory agencies —
namely, the FCC. The focal point for airing the shortcomings of the FCC
in this session is likely to switch from the House to the Senate Commerce
Committee. Senator Warren Afagnuson (D-Wash.) , chairman of the
Senate group, has already announced he intends to hold hearings on the
administration of regulatory agencies although no schedule has been
announced.

Harris Calls Chairman Orin Harris (D-Ark.) of the Legislative Oversight subcom-

For Fui'ther Probes . . . mittee fully concurs. Before his subcommittee drew its final breath on

January 3 with the expiration of its budget, a final report listed numerous
corrective measures previously advanced by the subcommittee and some
drastic changes in the workings of the FCC. In a request for a new lease

U. S. RADIO • February 1959

the Balance is in your favor when you buy

K-NUZ... No. 1 in HOUSTON!

WASHINGTON (Cont'd)

HIGHEST RATING
FOR ADULT

AUDIENCE WITH
SPENDABLE
INCOME!

LOWEST
COST
PER
THOUSAND
BUY!

74% K-NUZ Audience is Middle and Upper Income

Special Pulse Survey (Apr. -May, 1958)

84% of this Audience is ADULT Men and Women

Nielsen (June, 1958)

CONSISTENT TOP RATINGS YEAR AFTER YEAR
. . . Still the LOWEST COST per Thousand Homes!

(Sources: Average hr. rating 6 AM-6 PM
Mon.-Fri,, Pulse, Apr. -May, 1958. SRDS One-
Time One-Minute Rate for Each Station.)

K-NUZ $1.13

Sta. "A" $1.36

Sta. "B" $1.30

Sta. "C" $2.48

Sta. "D" $2.53

Sta. "E" $3.11

Sta. "F" $1.33

Sta. "G" - $1.59

Sta. "H" $9.88

National Reps.:

Forjoe & Co. —

New York • Chicago
Los Angeles • San Francisco
Philadelphia • Seattle

Southern Reps.:
CLARKE BROWN CO.

Dallas • New Orleans • Atlanta
In Houston:
Coll Dove Morris
JA 3-2581

on lilc, ilic siil)( oiiiiiiiiice report
poiiilctl to llie ( !c;ir ( hani)cl issue as
one bioadcast problem in need ol a
congress i o 1 1 a 1 hearing.

. . . Other Matters Harris
Unit Would Like to Probe

Other lacets ol the radi(; iiidiislry
which the sulx oiiHiiitlee intends to
probe should il be gi\(n the aulhor-
ily and wherewiihal to do so are
a thorougli stutly ol the railio spec-
iiuui, network regulation, and mnl-
ti])le ownership. Altliough the re-
port was concerned with five other
regulatory arms of the goverrnnent
in addition to the FCC, the latter
gi oup was taken to task more severe-
ly than any ol the other agencies.

Dill Urges Elimination
Of Clear Channels

.\ call to eliminate clear (haunel
outlets altogether has been sounded
by Clarence Dill, one-time senator
from the state of Washington wlio
was a moving force in the enact-
ment of both the Radio Act of
1927 and the Connnunications Act
of 19M. In a letter to the FCC, Mr.
Dill termed clear channels "a tre-
mendous waste of radio facilities."
.\Ir. Dill was most recently back in
the broadcasting spotlight with a
plan advanced last sj>ring to abolish
the FCC and replace it with a Fed-
eral Communications Administra-
tion. The idea is still under con-
sideration by the Senate Commerce
Committee, of which Mr. Dill was
once chairman.

FCC Lends an Ear
To New DBA Proposal

A new proposal from the Daytime
Broadcasters Association has cap-
tured the FCC ear. The commission
has asked for comments by April 8
on the new DBA plan to allow day-
time stations to broadcast from 6
a.m. or local simrise to 6 p.m. or
local sunset. The FCC blamed a
lack of data for its inability to make
a decision on DBA's 6 a.m. to 6 p.m.
proposal. According to the FCC, the
information it has requested by
April may justify "some form of ex-
tended hours of operation" for day-
timers. • • •

K^NUZ

Houston's^ 24-Hour
— 'Music ani-News^ '

V. S. RADIO • February 1959

heard this news first on ABC RADIO

FIRST!

ABC Radio News brings first
word of Pope John's election
to American public.

FIRST!

ABC Radio News reports
Lebanese President Chamoun's
appeal for help in Mid-East crisis.

FIRST!

ABC Radio News reports
Charles de Gaulle will bid for
leadership of French government.

19S8: Year of tension and crisis. Far East, Mid-East,
Latin America, U.S.A. Almost every part of the world
was news. And in this memorable year ABC Radio
News made news by consistently scooping its com-
petition. The news beats above are but three examples.

One hundred and twenty-five ABC reporters and
overseas correspondents bring the news to the Ameri-
can public almost as swiftly as it happens. Twenty-
one foreign news bureaus — from Moscow to Tokyo,
from London to Cairo — probe for news twenty-four
hours a day, seven days a week.

ABC's domestic bureaus — staffed by such distin-
guished personalities as John Daly, Quincy Howe,
Edward P. Morgan, John W. Vandercook, John

Secondari and Bill Shadel — report and analyze world
and national news.

Today's news is made — and changed — with great
frequency. Major news breaks can't wait even for
regularly scheduled news programs. With ABC's ex-
clusive News Alert System, ABC stations can broad-
cast news flashes instantly. No matter where the news
is made, their audiences keep up with the people,
places and events of the hour — within seconds.

People depend on radio for news. And over
25,000,000 different people listen to ABC's award-
winning news staff each month.* These people rec-
ognize ABC's leadership in news reporting. So do
ABC affiliates and advertisers.

C RADIO NETWORK

* According to the A. C. Nielsen Company

^^^^^

U. S. RADIO • February 1959

^WGH *

C0l0r^^W^..131

I o

NORFOLK
PORTSMOUTH
NEWPORT NEWS
and
HAMPTON
VIRGINIA

INJECTS

ineability

in
your

SALES
MESSAGE

with

WGH News Satellites
bring the news as It
happens where It
happens

WGH DJ's broadcast
from all over Tide*
water from this beau-
tiful mobi le stud io

WGH is radio on the
Go broadcasting from
one of Virginia's largest
shopping centers

^WGH

RADIO

iOHN
BLAIR

& Companir

* PULSE -TRENDEX

the

W^iiliui^ news lor ihc ear is a very
special talent that has earned for
Eric Sevareid, chief Washington cor-
respondent for CBS News, world-
wide respect from the public and
radio industry alike. Most recently,
he has received an accolade from
inenil)ers of his own profession who
elected him a fellow in Sigma Delta
Chi, professional journalism fra-
ternity.

Mr. Sevareid's forte in radio re-
porting is the "oral essay," a timely
three- to four-minute news commen-
tary where every word and every
second must be used to build a con-
cise, clear and non-discursive story
from beginning to middle to end.

It is a talent that did not come
easily to Mr. Sevareid. He recalls
that when he joined CBS Radio
News in Paris in 1939 after a decade
of newspaper and wire service re-
porting the premiimi on time and
clarity in radio was a terrific chal-
lenge. But the reverse is not true.
Mr. Sevareid believes that having
mastered the techniques of radio
^vriting, a good reporter will be even
better for having done so when he
writes for print media.

Mr. Sevareid, born in Velva, N. D.,
in 1912, has covered the news in Eu-
rope, Asia, Africa, South America
and the U. S. for CBS since he joined

THIS MONTH:

ERIC SEVAREID

Chief, CBS News, Washington

Master of 'Oral Essay'
Wins Accolade From SDX

the network 20 years ago. He is the
author of four books, two of them
anthologies of his "oral essays," and
has been the recipient of numerous
awards from both professional and
civic groups for excellence in radio
reporting. The most recent accolade
to come Mr. Sevareid's way was his
election last November as a fellow
in Sigma Delta Chi, professional
journalism fraternity, "for his dis-
tinginshed commentaries . . . and the
brilliance of his depth reporting
and analyses."

He is a statuich backer of the
broadcaster who editorializes on the
air and is "delighted" that the num-
ber of broadcasters who have adopt-
ed editorializing as station policy is
on the increase. The trial and error
method will improve the quality of
air editorials, he points out, "be-
cause the only way to get good at
editorializing is to keep trying."

Mr. Sevareid is married and the
father of twin boys. He is a graduate
of the University of Minnesota, and
holds honorary degrees from two
other colleges. He is a former presi-
dent of the Radio Correspondents
Association and holds membership
in that organization as well as the
National Press Club, Overseas Writ-
ers Club and, of course, Sigma Delta
Chi. • • •

U. S. RADIO • February 1959

In the 20 counties which make up the
Greater Washington Area, more people Hsten to WTOP
than any other radio station.* Clear proof
that in Washington the IMPORTANT one is . . .

* Pulse : 20 county Washington area study

WASHINGTON, D. C.

An affiliate of the CBS Radio Network
Represented by CBS Radio Spot Sales

operated by THE WASHINGTON POST BROADCAST DIVISION:

WTOP Radio. Washington, D.C. WTOP-TV, Channel 9, Washington, D.C. WJXT, Channel 4, Jacksonville, Florida

LETTERS TO THE EDITOR

the harried
housewife's
alter ego

Globe trotting Jean Colbert is
known from Hartford to Hiro-
shima . . . from New Haven to
New Delhi . . . from Spring-
field to Singapore. And the ex-
citement of her travels is shared
by thousands of harried house-
wives who listen to her daily
WTIC broadcasts. What's
more, they purchase what she
advertises . . . whether it be
food or furniture . . . drugs or
detergents. Contact your Henry
I. Christal man and start Jean
selling for you in rich, rich
Southern New England.

WTIC

50,000 watts

Continuing Values

Radio gives us a coiitiiiiious yet flex-
ible basis ol advertising, and is available
e\(ii ill the inosi remote territories.
I his incdiiim is a |)eniiaiient and ini-
|)oitaiu part ol our advertising jjj.ins
lor oiu' client, the Donovan (ioliee (io.
I Its radio coverage extends lo West
Georgia, East Mississippi as well as the
state of .\lal);inia. (.See Time Buys,
p. 8.)

Joan Ordway

Frank M. Taylor Adv. /nc.
Birmingham

Tuning Up

\\ (• .1 (lieiit who is in the mar-

ket lor a selling jingle, idcntilving his
lood prodiu ts, lor use on both radio and
television. The use of this singing com-
mercial would be confined to the state
of .Arkansas. We would appreciate any
I information \ou can send us as regards
costs.

j Ross Filion

Tv & Radio Director
1 Brooki-Pollard Co.

Little Rock, Ark.

Ed. \'ole: Referred to Robert E. .Swan-
son Productions {Commercial Clinic,
January 1959).

Power of Secretary

I have been lollowing \our book
since its inception at the end of 19,")7
and have been a subscriber (just re-
newed). In my new job here, I began
letting iny boss read my copy . . . with
obvious results. Please enter a subscrip-
tion for Peter Frank.

Arlene Friedman

Secretary

Stars International Inc.
Hollywood 28

Thoughtful Comment

1959 Commercials: Hard Sell ]\ ith
Velvet Touch (January 1959) is very
well written. ... It reads smoothly and
interestingly and almost makes one
forget how much work you had to put
in to produce it.

Marjorie Greenbaum

Vice Pres., Copy Group Head
Foofe, Cone & Beldlng
New York

How Much?

We noticed that the Cook Paint &
Varnish Co. was listed in Review of
1958 Spot Advertisers (January 1959).
We are interested in learning approxi-
mately the amount of money this com-
Jjany spends on radio advertising. If
you have any information that would
answer our cjuestion, we would greatly
appreciate receiving it.

Jack Engel

Brad Wrigtit Smith Ad*. Inc.
Cleveland IS

Food for Thought

Radio: J'lie IVay to Food Shopper's
Heart (January 1959) provides the sales
ammunition with which we can do a
really effective job of selling local food
stores. We shall appreciate your sending
us 25 reprints of the article at your
earliest convenience.

Glasco P. Branson

General t^anager

Kt^CM t^cMinnville, Ore.

Thought your article (Radio: The
Way to Food Shopper's Heart, January
1959) was excellent. If reprints are avail-
able would you please rush 50 copies?

Elliott Motschenbacher

Monoger

K\yiN Ashland, Ore.

Ed. Note: Reprints are available.

Radio Test

Since the reprints of Putting Radio
to the Test are (no longer) available,
send me three copies of the November
1958 issue. I'm looking forward to be-
ing a regular subscriber to your maga-
zine. Every issue is packed full of ideas
that I can use.

Bob Akin

Account Executive
Wt^AK Nashville

Brioschi Needed

We are interested in obtaining 200
reprints of the article Brioschi Battles
the Giants appearing in your December
1958 issue.

L. J. Kennedy

Monoger

Stephens & Towndrow Ltd.
Montreal

U. S. RADIO • February 1959

gives you

more for your money

than any other Tulsa advertising medium!

These days, astute time-buyers
(like nearly everyone else!) want
more for their money. You get it
when you buy Regional KRMG
in Tulsa, the rich oil capital of the
world. KRMG's big coverage,
audience responsiveness and su-
perior salesmanship are seen in
one success story after another.
Example: a recent one-week pro-
motion pulled 87.312 postcards!
More facts? Contact General
Manager Frank Lane or your
nearest John Blair representative.

PRIMARY MARKET DATA

(Excluding Oklahoma City Metropolitan Area)

Total

1955

State

Counties

Population

Radio Families

Passenger Cars

Retail Sales

Oklahoma

1,573,300

377,600

492,900

$2,214,091,000.00

Missouri

365,300

1 15,100

104,100

41,946,000.00

Arkansas

279,400

82,500

64,300

243,522,000.00

Kansas

190,100

64,400

68,200

213,821,000.00

Texas

26,400

8,000

9,100

27,497,000.00

Totals

2,434,500

747,600

738,600

2,740,877,000.00

Source; Qons^jmer

KANSAS CITY

SYRACUSE

PHOENIX

OMAHA

TULSA

KCMO

WHEN

KPHO

WOW

KRAAG

KCAAO-TV
WHEN-TV
KPHO-TV
WOW-TV

The Katz Agency
•The Katz Agency
The Katz Agency
John Blair & Co. - Biair-TV
John Blair & Co.

Meredith Stations Are Affiliated With BETTER HOMES and GARDENS and SUCCESSFUL FARMING Magazines

v. S. RADIO • February 1959

The
SALESMAN

makes a
difference . . .

and so does thel

STATION!

You can bet on it — a reputable, believable
salesman will make less noise — and make more sales —
than a carnival j)itch man,

50,000-\\att WHO Radio is the most believable, effective
salesman in this State. Iowa has confidence in WHO
because WHO has confidence in Iowa. We have proved
our faith for decades — by building and maintaining the
greatest Farm Department in Mid-America — the greatest
News Department — a fine, professional Programming
Department that does a lot more than play the "first 50'

As a result, more Iowa people listen to WHO
than listen to the next four commercial stations
combined — -and BELIEVE what they hear!

Of course you are careful about the salesmen you
hire. You of course want to be equally careful
about your radio salesmen. Ask PGW for all the
facts about Iowa's GREATEST radio station!

WHO

for Iowa PLUS !

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager

WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines, WOC-TV, Davenport

Affiliate

Peters, Griffin, Woodward, Inc., National Representatives

U. S. RADIO • February 1959

//. .S. RADIO ' FEIIIUIARY
1959

Where Representative Expenditures Go

Sales and Sales Administration

54.8%

in fi

Sales Development and Research
(inc. advertising and promotion)

9.8 1

Communicaf-ions

8.4 1

Station Relations

7.1 1

Bookkeeping

4.6 1

Station Solicitation

4.5

Accent on Spot

Representatives are widening
area of expenditures
to mount vigorous sales
effort for agencies, clients

"Peojjlc told me when I got
into this business that a rep-
resentative is a guy who sits
around waiting ior the phone to ring,
and if it doesn't ring lie heads for the
saloon. People were misinformed
about that, just as they're misin-
formed about so many other aspects
of the national spot radio business.

"And this is the year when we
must get the facts to them."

In these terms, Arthur H. M(Coy,
executive vice president of john
Blair &: Co., expresses the almost
universally held opinion among lead-
ers of this SITS million industry (five

U. S. RADIO • February 1959

Check List of Representatives - 1959

\/ Building of spot radio image.

\/ Marketing and sales development.

\/ Program counseling.

V Research activity (especially qualitative).

\^ Advertising and promotion.

peiceiu above 1957, SRA estimates)
that now is the time to "accentuate
the posili\c and climinalc llie nega-
tive."

Tiii^, will be a year ol haul and
imaginative selling, they predict. A
year in which the representative,
having expanded his service to agen-
cies, advertisers and stations in al-
most every area, will concentrate on
his primary Innclion: Increasing
revenue for spot radio and, in par-
ticular, lor liis station list.

Without exception, representati\ es
reporting to i'. s. radio are j)lanning
new sales presentations which, they
claim, represent their heaviest ettort
to date to sell spot.

With few exceptions, these firms
have added programming ccjnsidt-
ants or assigned members of their
staffs to full-time jobs in an attempt
to improve the output and rankings
of their represented stations.

And all agree that f959 must be a
period of a sharp attack on the na-
tional ad dollar from every level:
Station Representatives Association,
representative firms and individual
stations.

Station representatives indicate
that as competition toughens, ex-
penses and services hardly imagined
20 years ago are being multiplied
and acfded. The representative
spends his money in the following
ways, according to budget break-
downs submitted to u. s. radio by
more than a dozen nationwide rep-
resentative firms:

Sales and sales adniinisti aiion
— 54.8 percent.
Fixed costs — 10.8 percent.
Sales development and research
(including advertising and pro-
motion)— 9.8 percent,
(ionnnunications — -8.4 percent.
Siaiion relations — 7.1 percent,
bookkeeping — 4.6 ])ercent.
Station solicitalicin — 1.5 jjercenl.
The sales and sales administration
category, which includes salaries and
expenses of sales persoiniel, remains
the obviously large expenditure of
the representative firms. The cate-
gory encompassing sales develcjp-
ment, research, advertising and pro-
motion is the new-est and the fastest
growing. It will expand even more
this year as a result of a raft ol sales
presentations now in preparation.

Spot Radio Image

The lights are burning long into
the evenings and more money is be-
ing spent than ever before to clarify
the representative's job and establish
a spot radio image. The means are
in-depth surveys, advertising cam-
paigns and persuasive presentations:
the end is sales; the targets are ad-
vertisers and agencies. And most
representatives feel that anything
that helps bring money into spot
will eventually bring money to their
stations.

"Remember," says Blair's Mr. Mc-
Coy, "that any new type of research,
any exciting and imaginative presen-
tation that brings money into the

spcjl medium, will eventually mean
more business loi oui indi\i(lual
station lists — and vice versa."

riiis is the theory behind the pres-
entations being prepared by Sta-
tion Representatives Assoc ialion, the
trade giou]j with 17 ladio repiesen-
tatives in its laiiks. in the woiks is
a slide-tape dcmonsti alion to be
jjresenled at luncheon meetings lor
specific accounts. Various meml)ers
of SRA, along w ith Lawrence Weblj,
managing director ol the associa-
tion, will deliver the sales message.

"We hope to jjresent our story to
as many advertisers as possible,"
says Mr. W^ebi), "and we are hopelul
of giving it at vital industry gather-
ings. The impoitant thing is that
we are out to see that sjjol radio is
understood and not under-sub-
scribed."

SRA is also considering a heavy
trade jjaper campaign in 1959 in its
effort to get results for spot radio
and to assert itself as a major indus-
try group.

The individual presentations of
the representatives, in a majority of
cases, are designed to sell national
spot by highlighting its strong points
and spotlighting the contention that
best results are achieved fcjr the ad-
vertiser by "buying through the
front door."

In a haid-sell year, most indicate
that they will wage a strong fight
against the practice of buying at
local rates through brokers or dis-
tributors. They will also work to-
clarify the differences in the advan-
tages offered by spot and network
radio.

"Spot radio's challenge of 1959
can be answered by a dynamic sales
effort," declares Robert H. Teter,
vice president and director of radio
at Peters, Griffin, Woodward Inc.
"The industry must continue to in-
crease its educational activities so
that the medium can be properly
understood, appreciated and recom-
mended by the men who coimt the
advertising dollars."

Robert E. Eastman concurs in Mr.
Teter's views, and asserts that "the
selling of spot radio in the past has
been too all-encompassing. Now it
must be refined and narrowed down,"
the president of the Robert E. East-
man Co. suggests, "to illustrate the
maimer in which its application can

U. S. RADIO • February 1959

be iiiosl c ilfc live, |);n lie ularly in rc
latioii lo ollu'i media.

" Repi cseiital ives are lliiiikiiii^ and
working on this malter, leali/inji; llial
it is iinjjoitaiU that the s|)()l radio
medium be sold as a 52-vv'eek efii-
cienc y buy wide h has a tonslaiu
reminder vahie and, tliereby, will
effectively complemeiU and tic to-
gether the once-a-week tv show or
the occasional maf>a/inc ad. Spot
must be sold moie on a lons^-rans^c
basis and with cicative sellin;^."

Marketing-Sales Development

Important steps are bciiii; taken
by most ol the representative firms
to make "creative selling" a reality
by offering extensive services to ad-
vertisers and agencies. Edward Petry
& Co., as an example, has recogni/ed
this need and combined its various
services to advertisers and agencies
into a new Marketing Division.

"The efforts ol this department
will i)e concent! ated on increasing
the use ol spot radio," says Ben
Holmes, vice president in charge
of ladio, "by providing advertisers
and agencies with the most complete
usable market information possible
to assemble. While sales develoj)-
ment has always been an essential
operation, the activity has now been
concentrated to meet the increasing
demand for this type of service."

James M. Alspaugh, vice president
in charge of radio for H-R Repre-
sentatives Inc., cites his company's
services to advertisers and agencies
as containing everything "from a
sales and market analysis to the
nund)er of chickens within AV'XXX's
'A' contour.

"We furnish complete market in-
formation with evaluation of the
market potential in terms of indus-
try sales trends, the general level of
business and the station's potential,"
he explains. "We suggest station
line-ups for a product, advise on its
strong points for radio, supply cover-
age data to timebuyers and duplica-
tion studies.

"Often," he adds, "we assist agen-
cies in making decisions in regard
to markets in which H-R is not in-
volved."

Blair's formula of supplying spe-
cific marketing plans to agencies and
advertisers for their products has
been embodied in its sales develop-

ment depai imeni, now 18 moiuhs
old. "W'c picsciu piospccis with HI
to .'{() pages ol I.K Is lioni icscaKli
wv'w (lone on their type ol husi
iiess,' icvcals Ml. .McXioy, "which
detail the exact mannei ol putting
their prodiuls on the air, show
shortcuts to the agency and make
spot easier to hiiv.

" The head ol this dc pai imeni
came fiom out sales loice and he
and those uiulei him aie pioven
salesmen, in IDjH alone, liom our
10 offices, we made a mininunn ol
541 presentations. Our new 'Op-
eration Target' presentation will he
our greatest effort yet, employing
what we consider revolutionary
methods and iitili/ing the services of
six ])ersons inc hiding [ohn Blaii .

"VV^ilh 'Operation Target," " he
continues, "we will invite the coop-
eration of all stations in hitting the
same target account to insuie that
the advertiser is reached on every
level. We feel that it will make a
big impression where it will do the
most good because there is no one
we will fail to cover."

Adam \'oung Inc. reports that it
is in the process of developing a
-cries of manuals for use by agency
buyers and research people. "Our
concentratio'i in 1959," says Frank G.
Boehm, vice president, "will be in
ihe area of making ratings easier to
inter]3ret and developing spot sched-
ules for maximum sales influence."

The attitude of the representatives
toward sales development this year
is summed uu bv Robert Meeker,
president ol The Meeker Co., when

Dramatic sellinq puts accent on spot as H-R s
Don Donahue wears wrist alarm watch to assure
McCann-Erickson, N. Y., timebuyer GinI Con-
way that he reclizes how busy they both are.

he says llial l!>59 will ( ,ill loi .i;;^ies-
si\c selling ol spr)i ladio with a siiess
on scixini; liic iiidiv idii.il m i ds ol
spec iIk ,k I oiiiils.

"Ihe inoic we niecl these indi
\idual needs, the moie ol)\ioii'> the
gicat ads.intages ol spot ladio as a
whole will hccomc lo scllc and hiiy-
alike."

Programming

All the S.I lc-smaiislii|j in the- wc^rld
is worthless il the procliu l is in-
terior, however, so representatives
have taken out "insurance policies"
by blanching into station program-
ming and counseling.

"The reason is obvious," says
H-R's Mr. Alspaugh. "National sales
depend on the size o{ a station's
audience. " H-R offers its stations,
on a request !)asis, advice on build-
ing a sound image, how best to fit
into the market, what to do about
nelAvork affiliation and how to de-
velop a music formula.

Station visitation by programming
consultants is perhaps the most dra-
matic examj)le of how deeply the
representative has become involved
in every aspect of his stations' activ-
ities.

For more than a year now, I he
Rat/ .\gcnc V — as just one example —
has provided a complex ol services.
They range from consultation on the
accjuisition ol programming tools
and techniciues (jingles, syndicated
shows, talent management, person-
nel, technical equipment) to the
availabilit\ ol Ceorge Skinner, vet-
eran broadcast personality and Katz
consultant, to visit markets and
evaluate programming of its repre-
sented stations and their competi-
tors, according to Kat/ \'ice Presi-
dent Morris Kellner.

Mr. Kellner cites the recent in-
stance of a request from WRY Okla-
homa City for a visit by Mr. Skinner
to help plan an expansion of local
programming.

"The results ol this cooperative
venture included the formulation of
a new music policy, an augmented
news service, tightenini; of produc-
tion, increased promotion including
contests, modification of the ap-
proach of on-the-air personalities,
and a streamlining of \VKV's farm
service programming.

(Cont'd on p. 48)

U. S. RADIO • Kcl)niary lf)59

Tlirivo
Comes
Barking
Back

1959 marks return to radio of this
pioneer sound user after a 15-year
absence. 100 percent of budget is
dog-tagged for radio in coming year

U. S. RADIO • February 1959

Remember when the trees
were taller, the ground was
(loser, 20 cents was a for-
tune, and all the boys on your block
wore knickerbockers with glen plaid
socks?

"Remember when," a favorite
sport of almost anyone over 16, has
prompted the Clements Co. of Phila-
delphia to initiate an unusual radio
campaign in behalf of Thrivo Co.,
which recently appointed the agency
to handle its advertising account.
Based on nostalgic reminiscence, the
campaign is a "total recall" of what
Life Magazine has described as the
first commercial jingle on the air
waves. And the client is no^v devot-
ing 100 percent of its consumer ad-
vertising budget — "several hundred
thousand dollars a year" — to return-
ing Thrivo to radio eminence.

Twenty years ago, says R. H.
Smith, agency account execvuive, two
little girls (the Moylan sisters) and
a piano timed up for the premiere
of what was to become a memorable
Sunday afternoon program. Sponsor:
Modern Food Process Co., manufac-
turers at that time of Thrivo dog

food. Producer: The Clements
agency. Time slot: 3 to 3:15 p.m. at
first, then 5 to 5:15 p.m., over what
was then the N.B.C. "Blue" network.
Theme song: "We feed our doggie
Thrivo, he's very much alive-o . . ."

Now the Moylan sisters are back
on the air, and seemingly they
haven't aged a bit. Their voices,
taken from the original live pro-
grams of yore, are singing the same
lyrics today — under different circum-
stances, but with what the client and
agency believe will be an even more
golden sales note than before.

Present Schedule

The girls are currently heard close
to 20 times a week, Monday through
Friday, over 33 stations in 26 cities,
according to Mr. Smith. The present
13-week saturation campaign of 600
announcements a week, which started
in January, is expected to be ex-
tended indefinitely, he adds. (See
Time Buys, p. 8.)

What prompted the revival of a
long-ago commercial? Three rea-
sons, the agency points out: First,

the nostalgic remembrance it evokes
in the children-now-grown-up as well
as the parcnts-now-become-grand-
parents who were the Moylan sisters'
principal audience 20 years ago (and
are now the principal buyers of dog
food) ; second, the already existing
awaieness of the product and its
association with the little girls' voices
which this remembrance brings out;
third, the quality of the commercial
and its presentation.

"In calling up memories, we're re-
minding a large number of adults of
a program and a product that were
very well known 20 years ago," Mr.
Smith elaborates. "The show was
extremely popular with both chil-
dren and adults back in the late
1930's and early 1940's, according to
surveys at that time. It left the air
when the product itself became a
wartime 'casualty.' With tin unavail-
able for canned goods, Thrivo's man-
ufacturer turned to making a dry
product which didn't prove success-
ful, and eventually the whole com-
pany (a meat-packing firm) \\ent
out of business."

Now under new ownership, Thri\ o

U. S. RADIO • February 1959

is making a sti oiig conicbac k, he says.
The present firm, which acluallv
came into existence some hali-clo/en
years ago, has re-estalilishecl the
qiiahty ol its prochul, ilog iood ex-
clusively, riiis year, with radio as
its sole consimier advertising medi-
um, the company expects to move
ahead in re-establishing pre-war mar-
kets and customer demand lor I he
canned goods.

Prospects lor die I mure, in ilu-
eyes of lompany executives, iiuhidc
an expansion of the present market
area (from New York to Washing-
ton, 1). C, west to Pittslnngh) to
Thrivo's previous scale (from the

(Canadian l)()id(i lo Virginia, west
to Detroit) — and beyond.

The firm's eight distril)ulion areas
at present, and the ladio stations
l)eing used lo leacli liiosc markets,
inc hide:

Philadelphia area— VVCAU, VVIP
and WRCV Philadelphia; WDEL
Wilmington, Del.; WMVH MiUvillc,
N. J., and WTTM Trenton, N. |.

Baltimore — WCAO and WFBR
liaiiiinore.

Disti ic t of Columbia— WTOP and
W R(; Washington.

• DiiKli Belt" area- WKAP Allen
town, WEST Easion, WEEU Read-
ing, \VLBR Lebanon, WGAL Lan-

caster, WSBA and WORK York, and
WKBO Hairisbiiig, all in Pennsyl-
vania.

Pittsburgh area — KDKiV Pitts-
burgh and WWVA Wheeling, W. Va.

Northeast Pennsylvania — WSCR
S c r a n t o n , WBRE Wilkes-Barre,
WRAK Williams]jort and WAZL
Ha/letoii.

C:entral Pennsylvania — WFBG
and WRI A Alt()ona, and WCRO
Johnstown.

Metrojjolitan New York-New Jer-
sey area— WOR New York, WVNJ
and WNTA Newark, WHLI Hemp-
stead, Long Island, WPAT Paterson
and W'CTC New Biunswick.

Sounding the "recall" on radio's first commercial jingle, Louis Rosenberg, Thrivo president
(seated) discusses saturation campaign with (i. to r.) Martin Schultz, assistant marketing
director, and Clements Co. agency's Robert H. Smith, vice president and account executive;
David S. Roberts, treasurer; Elizabeth M. Zindel, vice president and copy director, who
authored lyrics for the Thrivo jingle first popularized by the Moylan sisters 20 years ago.

U. S. RADIO • February 193'i

IIIIIIIIIIIIIUlllllllllllllllllllllllllllilllllllllllllllUIIIUIIliiUlllllllillillllllllllllH^

Thrivo on the Air

I 111' i()iii|)an\ "s cijilil (li^li iliiilioM ;m-a--. ami lln- ladic ^lalion- ii-'-fj |(,
(■<>\ cr llicm. arc :

" I Ir' new pu'sidciii ol ilic Imii,
Louis Rosc'iiht ri;, is well :i( (|iiaiiiti (l
with i)()lh our aj>('ii(\ and ilic Mov-
lan sislt'is lioni liu- inilial days,"
i\[r. Sniilli irniaiks. "and our tliicc-
way reunion ol prodnc i, a<>en(y and
connncicial is proving to he a happy
one Ironi every ant^lc.

"1 Ik- hope ol ihv (ompanv is, ol
course, to expand i>radually and
reasonably into a nuuh wider sales
area. Radio \\ill help us ac(oin]jIish
this in several ways in ])aili(ular.
For one thing, Thrivo is one ot the
very few pet food manufacturers
which currently uses radio, so we
have little product competition for
our listeners' attention. Another
thing-, our daytime spots (30 seconds
of jingle, with a brief spoken close)
will reach the adult household shop-
per at a favorable time — and that
shopper is most likely, we hope, to
be one whose recollection of a com-
mercial popular 15 to 20 years ago
will prompt her to buy Thrivo from
'memory.' "

In discussing this use ol the lis-
tener's medium, Mr. Rosenberg says,
"The fact that people remember the
Moylan sisters and the Thrivo song
with keen interest after two decades
is dramatic evidence of the 'depth-
of-impression' power of radio.

"We are certain that this power,
which is now more effective than
ever because of today's greater than
ever radio listenership, will create an
increased awareness of Thrivo dog
lood."

Long Memory

Furthering the impact of the
Moylan sisters' — and Thrivo's — re-
turn to the air via commercials, the
agency plans to conduct a publicity
campaign at the consumer level to
heighten the "awareness and associa-
tion" factor of the jingle.

"We have discovered a tremendous
product-remembrance at the media
and grocery trade levels alone," Mr.
Smith continues. "The word 'Thrivo'
sets people to singing the lyrics even
though they haven't heard them on
the air in more than 15 years.

"We went into one radio station,
for example, and when we identified
our client as Thrivo the whole sales
force jokingly started singing 'We
Iced our doggie Thrivo' from mem-

Philadelphia area:

WCAU PHILADELPHIA

WIP PHILADELPHIA

WRCV PHILADELPHIA

WDEL WILMINGTON, DEL.

WMVB MILLVILLE, N. J.

WTTM TRENTON, N. J.
Baltimore :

WCAO and WFBR
District of Columbia:

WTOP WASHINGTON

WRC WASHINGTON
"Dutch Belt" (Pennsylvania! area:

WKAP ALLENTOWN, PA.

WEST EASTON, PA.

WEEU READING, PA.

WLBR LEBANON. PA

WGAL LANCASTER, PA.

WSBA YORK. PA.

WORK YORK, PA.

ory, before they even knew' we were
going to use those lyrics in our ( ur-
rent campaign. Similar 'songbuisis'
have popped up with other peo])le.
too.

"In addition, the company has re-
ceived a number of unsolicited
orders for the product from stores
whose executives have heard ihc
Thrivo song on radio and sent in
their requests for a supply. They
haven't even waited to be contacted
by Thrivo's sales representatives."

Many ot the stations broadcasting
the announcements are working
closely with the company in ljuild
ing a promotional campaign, he
adds. They are initiating and co-
ordinating tie-ins with stores, point-
ol-purchasc displays and other mer-
chandising devices.

The commercial itself was the
opening theme of the Moylan sisters'
program for the tour years they \vere
on the air "live." The complete
lyrics are:

We feed our doggie

Thrivo, he's very much
alive-o ,
Full of pep and vim ;
If you want a peppy pup,
then you'd better hurry
up —

Buy Thrivo for him.
"As sung by the little girls — Mari-
anne was seven and Peggy Joan was

WKBO HARRISBURC, PA.
Pittsburgh area :

KDKA PITTSBURGH

WWVA WHEELING, W. VA.
Northeast Pennsylvania:

WSCR SCRANTON

WBRE WILKES BARRE

WRAK WILLIAMSPORT

WAZL HAZLETON
Central Pennsylvania:

WFBG ALTOONA

WRTA ALTOONA

WCRO JOHNSTOWN
Metropolitan New York-New Jersey:

WOR NEW YORK

WVNJ NEWARK. N. J.

WNTA NEWARK

WHLI HEMPSTEAD, L. I.

WPAT PATFRSON N J.

WCTC NEW BRUNSWICK

five when their progr:;in w;'.s intro-
duced— the words and music of this
commercial have a decided addi-
tional selling impact by virtue of the
angeli( (juality of the children's
voices," Mr. Smith explains.

"Known as the 'angels of the air-
waves,' the girls had an ama/ing
voice range whidi gave rise to their
ability to sing 'three-part harmony'
between the two of them. That is,
one would start out singing con-
tralto, the other alto: then the alto
would switch key and range to sopra-
no, and the contralto would move
into alto. They'd shift back and
forth like this, actually giving the
effect of three voices instead of two."

Clements Discovery

Originally discovered by Mrs. .Mice
Clements, president and head of the
Clements agency, the sisters first ap-
peared on her Honi i- Hnrdart Chil-
dren's Hour, one of the earliest com-
mercial shows on radio. (Mrs. Cle-
ments, as "Aunt .\lice." produced
and conducted this program in New
York for some 30 years altogether.)
Todav the two girls are married,
rearing children of their own. living
on Long Island, N. Y., and — both
client and agency trust — moved to
buy Thrivo at hearing their own
childish voices singi'\g its praises. •••

IIIIIIUIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII^^

U. S. RADIO • I cljruary 1959

Four Major Steps:

1. Selecting the area.

2. Orienting the salesmen.

3. Getting project off the ground.

4. The presentation.

1. Kevin Sweeny, RAB president, studies the map wil
Bob Alter, regional sales manager (1), and Jack Hardesty,
vice president. After choosing regions to cover, bureau's
top management pinpoints 3,000 prospects to contact

Operation Barrage

RAB Shows Regional
Advertisers ^How'

Stepping briskly to front
stage center, Radio Adver-
tising Bureau is belting out
a continuing performance of one-
night stands across the country, de-
monstrating to regional advertisers
how aerial campaigns can be effec-
tive for them.

The performance, says RAB in an
exclusive report to u. s. radio on the
sales promotion project, has moved
an estimated one of every three au-
diences to "get into the act," too —
tliat is, to use a substantial chunk of
radio advertising, frequently for the
first time.

RAB's presentations, entitled
"Operation Barrage," are now in
their third season on nationwide
tour, playing principally to selected
audiences of regional and local ad-
vertisers who previously gave little
or no recognition to the listeners'
medium. Coordinated with RAB's
national sales effort, "Barrage" con-
stitutes half of the organization's
sales program. Last year, the bu-
reau's staff put on an estimated 1,500
performances in more than 60 cities;
this year, the "cast" plans to reach
fiom 1,600 to 1,900 separate audi-
ences with its information about the

advertiser's own business and local
market and media conditions, plus
tapes of successful commercials used
by advertisers of similar products
elsewhere in the country.

The show has a history of try-outs
and revisions that dates back several
years before its 1956 debut as "Op-
eration Barrage." It originated in
1953, a modest venture of 29 indi-
vidual presentations (almost all to
department store executives) in five
cities. The next two years, keeping
appointments set up by committees
of RAB member stations in their
home cities, the bureau made a re-

U. S. RADIO • February 1959

2. In briefings, salesmen learn economic details about companies, re-
gions to be visited. Mr. Hardesty (1) directs session with (1 to r) : Mr.
Alter, Bob Coppinger. Don Anderson, Jack Brennan, Row Varley and
Don MacDonald. 'On tour.' they average 12 presentations a week.

ported 110 local appearances annu-
ally.

"Results were excellent," says
Kevin B. Sweeney, RAB president,
"but on a scale with the small num-
ber of showings. We wanted to de-
monstrate radio's value to a mucli
wider audience, to top manage-
ment of local and regional adver-
tisers across the coimtry who were
tone-deaf to the medium only be-
cause they hadn't opened their ears
to its sales tune."

In 1956, RAB took what it terms
a giant step ahead — into a trial run.
first in Boston, then Chicago and
San Francisco, of a new technique
called "Operation Barrage."

Presentations were extended to 28
other cities within 12 months; today
the program includes more than 60
markets.

The "barrage" method of promot-
ing radio is unique to this mediiun,
accordins: to RAB, which holds that
no other field of communications
has attempted such an "individual-
ized," comprehensive presentation
to specific regional and local firms.

Mr. Sweeney and Jack Hardesty,
vice president and general manager.

devised the system \\ h]y the help
of the entire RAB staff.

The technique itself is simple, the
bureau explains: Send a team of
men into a city to call, more or less
simidtaneously, on a number of im-
portant regional advertisers and
agencies. Two to four men, equip-
ped with material designed especial-
ly for each locality and product,
make 20 to 60 presentations in a pin-
pointed "barrage" of the area, call-
ing on not only retailers but every
type of prospect who can benefit
from radio.

Preparation

Not so simple as the idea behind
it is the detailed preparation and
coordination required for each "road
show" jierformance. But in two
years of trouping, with a third year
imderway, R.\B believes it has de-
\eloped a system of research, selec-
tion, contact and follow-through that
promises a continuing effectiveness
for its program.

Even, as this case history illus-
trates, in the inauspicious setting of
a damp cellar:

.Arriving to make his presentation
to the piesident of a large appliance
distribution company in the Mid-
west, an KAB representative found
the handsome office quarters of the
firm imdergoing another "barrage"
— of paint. His audience of top
executives therefore gathered apolo-
geticallv (wearing overcoats) in the
one available location — a chilly
liasement — and sat doggedly through
the underground performance.

Afterwards the group didn't linger
to ask questions, the way most who
see the presentation do, and R.\B's
staff inember repaired to his hotel
room feeling understandably de-
pressed. A short while later, how-
ever, the telephone rang: "You real-
ly presented the case for radio!" ex-
claimed the caller, manager of a
local R.AB-membcr station. "That
firm just phoned to okay a proposed
radio campaign w^e submitted
months ago and have been trying
imsuccessfully ever since to persuade
its management to use."

In most instances, of course, the
RAB presentation is given in highly
amenable surroimdings — the presi-
dent's office, for example. In 50
cases out of 100, says the bureau, its.

U. S. RADIO • February 1959

reprt'sciiliitivc mcLts with tlic presi-
dent hiinscli; the other 50 limes he
meets witli other hit^h-i ;inkin<^ offi-
cers of the orgaiii/alion. Aft lliis is
in accord with RAB's design to dem-
onstrate radio's performance to ihe
policy-maker, who frequently is un-
acquainted with the medium's pres-
ent-day cajjabilities and unaware of
its potential value to his company.

Lining up appointments with key
people is an important aspect of
RAB's procedure. Prelinnnary to
this step, however, is the selection ol
markets to l)e visited by R.\B teams,
which are comprised of two to foin-
staff members sent out directly from
the New York office. I lie buieau
says between 15 and 20 of its execu-
tives last year traveled approximate-
ly 500,000 miles (chiefly by plane)
to reach moie than (50 markets. In-
ter-city itineraries are expected to
remain much the same this year. Inn
with a substantial increase in the
number of calls planned for areas
deemed by R.\.B to require a heavier
barrage. .Vt least one team is sched-
uled to be "on the road" each of 1 1
weeks of this year, dining which
time every team member expects to
make approximately four calls a dav
an axerage of three times a week.

Occupational Hazard

That's a piettv last pace, as one
representati\ e in jj a r t i c u 1 a r can
vouchsafe. Last year, still engrossed
in thoughts about his most recent
presentation, he stepped off a plane
for the second time in a single day
— and coiddn't remember where he
was. (He referred to his R.\B
schedide for re-orientation.)

After the markets have been se-
lected by R,\B's top management —
and the dates for proposed visits
have been coordinated with the bu-
reau's national sales efforts as well —
a team headed by Robert Alter,
manager of regional sales, deter-
mines which firms will be contacted
in each area. Team members study
nominations sid)inittecl by stations.

lecords ol regional advertisers, tiade
joinnals, directories and other
sources of information l)efore choos-
ing ,^,000 potential candidates — gen-
erally companies with advertising
l)udgets exceeding .1>75,000 a year
and radio expenditures totaling less
than 25 percent of that figure.
(WHien a firm is spending a sizeable
amount — perhaps 75 percent or
more of its budget — in radio, says
Mr. Alter, it may also be included in
order to refortify the company's rea-
sons for buying more air time.)

Diversified List

Striving to include all imjjortani
advertising accounts in a city, the
bureau also tries to achieve a diver-
sified list from which about .SO or
10 (cmrently not less than 18 or
moie than 60) are chosen for RAI>
calls.

C>ompilation then begins of a dos-
sier on each of the .S,000 "finalists."
Describing the process, RAB ex-
l>lains that samples cjf each ])rospec t's
( urrent advertising are collected (in-
( luding a month's learsheets from
local newspapers) , along with in-
formation on budget distribution,
marketing, policies, practices and
other details pertinent to the firm.
Special slides and recordings are
produced and reviewed for each spe-
cific type of account, and the team
assigned to a given market begins
briefing sessions on subjects ranging
from the media situation for the re-
gion to the local economic pictuie.

Four weeks before opening a bar-
rage locally, RAB mails letters to the
presidents of all selected prospects
in the area — breweries, appliance
distributing firms, dairies, banks, ad-
\ertising agencies, to name some oi
the 19 categories of business and in-
dustry listed by RAIl Each letter
requests an appointment with the
addressee, explains the nature of the
presentation and mentions that R.\l)
will make a personal telejjhone call
to ascertain a suitable date to meet.

Within four days the ijarrage teani

l)egins placing the jjerson-to-person
long-distance calls which RAB cred-
its with the "highly gratifying" num-
ber (about 75 percent) of appoint-
ments that are established initially
— and kept. A confiiming letter and,
later, a confirming telephone call
made as soon as the R.Mi represen-
tative arrives in town serves further
to assure the date with the company
executive.

Nine j)ieces of luggage accompany
the team on its travels — in addition,
that is, to each man's perscjnal tooth-
l)rirsh-and-socks requirements. In-
eluded in the equipment are ma-
terials for -SI diflereiu presentations
plus selections fiom RAB's fil)rary
of hundreds of Ijasic slides. Before
cmljarking on a clay's calls, the men
study the background information
on each prospect, then choose the
presentation to give in each case.

Appointments are generally sched-
uled for each man for 9:.S0 a.m., 11
a.m., 2 p.m. and 3:30 p.m., RAB
says, and average about 30 minutes
of presentation time plus an addi-
tional 20 to 25 minutes of questions
and further discussion. .A.t the con-
clusion, the representative leaves a
list of source materials and the names
of local RAB member stations to
contact for more help and material.

Top Level

"Manv of the top executives we
meet have ne\er seen — or heard — a
radio presentation before," says Mr.
.\lter. "A president may say 'I nevi^r
see media people,' mainly because
he doesn't want to be deluged witli
calls from every media man in the
area. But he is willing to see the
representative of an industry organi-
zation— and once he sees our presen-
tation, he is usually receptive to
more radio information and eager
to see us again."

After each day's calls, according
to the RAB scheclule, team members
file a brief report with the New York
office, w hich in turn compiles a sum-
mai V to be mailed as soon as possible

U. S. RADIO • February 1959

to RAB nieinber stations in the mar-
ket area for follow-up locally.

In taking its curtain calls for
"Operation Barrage," RAB shares
the spotlight by urging prospective
radio advertisers to contact local
member stations for detailed help in
planning and executing an effective
aerial campaign. "This is one of the
most important parts of our presen-
tation," Mr. Alter adds, "getting the
client actively acquainted with the
valuable radio facilities available on
his doorstep."

Results to date, the bureau claims,
have been excellent. Because the
follow-up is done locally, a precise
accounting is difficult from the na-
tional level, it points out, but a
growing volume of letters from ad-
vertisers, agencies and stations indi-
cates the value of the barrage.

Eagle-United Inc., a food chain in
the Midwest, credits the RAB show-
ing with convincing the company to
increase its spot schedule. So does
the Texas National Bank, and a
regional telephone company.

The Piedmont Natural Gas Co.
last year undertook a $10,000 spot
campaign on 14 stations after seeing
the presentation; radio proved such
a successfid medium, reports a com-
pany executive, that the campaign
may be expanded in 1959.

First National Bank of Portland
(Ore.) officials were sufficiently im-
pressed with the presentation, RAB
reports, to write asking for repro-
ductions of the information it in-
cluded— and offering to pay for any
costs involved. (The bureau was
pleased to send the material — sans
bill — as part of its services.)

From the station side of the mail-
bag, a broadcaster in Milwaukee
wrote a hasty note to the New York
office asking for a fresh supply of
materials furnished by RAB. Fol-
lowing the presentation locally, he
explained, advertisers had deluged
him with requests for information
and he'd run out of RAB's prepared
documentation.

The executive vice president of a
large food manufacturer in the West

3. Taking to the air, team oi Messrs. MacDonald, Cop-
pinger and Alter awaits its flight to next appointment.
Teams travel with nine pieces of "presentation" Inggage.

4. Presentation by Mr. Varley to prospect is hand-tailored
to suit the advertiser's needs. RAB uses 31 separate presen-
tations plus hundreds of supplementary slides and tapes.

suggests the value of the presenta-
tion to both advertiser and agency
(one in every three RAB calls is to
an agency alone; occasionally clients
call in agency representatives to see
the showing along with company
executives) : "I was happy to have
our advertising agency see your ma-
terial because I feel they have had
a tendency to slip away from the use
of radio."

A particularly enthusiastic recep-
tion of "Operation Barrage," says

RAB, is evident in the case of the
president who woiddn't stop listen-
ing. Reportedly, the head of a major
coffee making firm in Ne\v England
became deeply engrossed in the pres-
entation and follow-up discussion.
Wishing to continue the conversa-
tion, he invited the equally enthusi-
astic RAB representative home to
dinner for just that purpose.

Final scene: After-dinner coffee
^vith another advertiser sold on using
radio. • • •

U. S. RADIO

February 1959

Two Sound Decades With

A Head m

Raising its glass to a new
year in radio, the Pittsburgh
Brewing Co. is setting up its
20th annual round ol aerial time
with a 1959 budget that allocates an
estimated 50 percent to the sound
medium.

One ol the oldest and largest re-
gional breweries in the country,
Pittsburgh has increased its radio
co\ erage in the last two decades from
two stations in one market to 63 sta-
tions in 30 markets, with most of this
growth occinring since 1953 when

the stations used numbered approxi-
mately 18.

Iron City now claims to be by far
the largest selling beer in the Pitts-
i)ingh area and has ranked in or near
the nation's top 25 beers for the past
20 years.

"Radio has played a major part
in the success of this brewery," de-
clares Leslie B. Sterne, radio director
for the brewery's principle agency.
Smith, Taylor &: Jenkins Inc., Pitts-
biugh. Ronald Taylor, the agency's
president, is account executive.

Embracing both spot announce-
ments and program sponsorships.
Iron City, which markets in eight
states, allots more than a third of its
advertising budget to the sound me-
dium, Mr. Sterne says. This percent-
age does not, he states, include the
special seasonal expenditures for the
radio sponsorship of the Pittsburgh
Pirates' baseball games, which is
handled by the Pittsburgh office of
Ketchum, MacLeod 8c Grove, Inc.

Bill Kroske, KM&:G account exec-
utive, reports that the brewery picks

U. S. RADIO • February 1959

for Radio

up a 160,000 tab ioi the radio end
ot these games. It is estimated that
the baseball expenditures when add-
ed to the rest of Iron City's radio
schedide woidd bring the sound
medium's portion of the total ad
budget close to the 50 percent mark.
The beer company divides its other
advertising equally between print,
outdoor and television.

Meant- for Males

In all of its radio work, Mr. Sterne
reports, Iron City aims its advertis-
ing arrows straight at the palate of
the male consiuuer. ' I his is true of
our spot copy and also is an impor-
tant cause of our l)uying sports and
news shows," he says.

In addition to its spot schedule,
averaging approximately 20 an-
nouncements per week per station
in flights of three weeks on and two
weeks off (including the baseball
season) , Iron City sponsors a series
of programs over KDKA Pittsburgh.
These are two daily 10-minute news
strips and, a weekly sports roundup.
The Pirate games also originate with

Iron City beer,
devoting estimated 50
percent of budget to
radio, has been steady
user for 20 years. Formula
traffic spots, news and
baseball sponsorship

KDKA and are heard on 20 other
stations, principally in the Tri-State
area of Pennsylvania, Ohio and West
Virginia.

"Om emphasis on the masculine
customer and his interest in news
and sports is directly related to Iron
City's product image," Mr. Sterne
explains, "a product image we feel
is unusual in today's beer advertising.

"Wliile the general trend is toward
highlighting the lightness of beer,
we go in the opposite direction and
concentrate on building an image
of a hearty, robust product. We be-
lieve a man wants a fidl-bodied beer,
not a light, feminine-type brew, and
this is what we give him."

To reach this "mascidine man,"
Iron City buys traffic times heavily
for its spot schedide, concentrating
in all markets on the hoius between
7 and 9 a.m. and 1 and 7 p.m.

In its KDKA schedule, too, the
firm reaches out for the men prin-
cipally dining these hours, but also
carries an 1 1 p.m. news show of
which it is particularly proud. Ac-
cording to Mr. Sterne, "Iron City
has been the largest single advertiser

on KDKA for most ot the past 20
years and we are especially delighted
with the 11 o'clock news. It is cer-
tainly one of the oldest programs if
not the oldest program, under one
continuous sponsorship today.

"It went on the air in 1945 and
has remained ever since on the same
station at the same time for the same
sponsor and handled by the same
newscaster, Paul Long."

Mr. Long also helps to ik) the
play-by-play for the Pirate games,
which will be starting their third
season under Iron City sponsorship
on April 9. He shares honors with
Jim VV^oods and Bob Prince.

Pleased Pirates

Prior to 1957, the ball club would
not accept beer advertising, but
once the ice was broken, Mr. Kroske
says, the broadcasts and telecasts have
met with enthusiastic response. Iron
City shares its sponsorship equally
with the Atlantic Refining Co. and
Phillies Cigars.

The $60,000 radio sponsorship is
larger by far than the t\ oiulav, Mr.

U. S. RADIO • I chiiuiiv 1959

Stcnic explains, i)e(ause ol ihc big-
ger radio network (22 stations as
opposed to only 4 lor tv) and the
fact that radio carries the entire 154-
gaine Buc schedide. Only 30 games
are televised.

Also, he notes, the radio outlets
are very carefully selected — accord-
ing to their power and ability to
clear all games — so that listeners will
not be confused by hearing day
games on one station in an area and
night games on another.

Pioneering in another direction,

John De Coux, Iron City ad mgr.

Iron City ^vith its co-sponsors and
KDKA experimented last year with
a new multiplex transmitting system
enabling the station to originate the
Pirate broadcasts on am while con-
tinuing its good music schedule on
its fm band. Previously, because
KDKA was the originating station
for the 22-station baseball network,
it had been necessary to carry the
games on fm, which afforded static-
free reception for the other stations
re-transmitting on their own signals.

This experiment, which proved
successful and will be reinstituted
this year, represented the first time
the Federal Communications Com-
mission had permitted stations to

rebroadcast a multiplex signal.

Conmiercials on tlie Pirate games
are done live for Iron City, but the
technicjues vary for the rest of the
beer's radio schedule. "During an
average 2()-week cycle, the spots will
include, in addition to straight live
copy," Mr. Sterne says, "transcribed
straight conmiercials, transcribed
dramatizations and integrated
canned and live copy with the occa-
sional use of music al jingles.

These techniques are employed for
the sake ol varictv and to suit the

S. E. Cowell, president of Iron City.

particular sales theme of the mo-
ment. S. E. Cowell, president of Iron
City, believes, according to Mr.
Sterne, that radio spots should sell
by performing a two-fold purpose:
Creating a product image, and, when
the occasion arises, keeping the Iron
City customer and potential custom-
er informed of new de\elopments
about the product.

"Aside from our normal product
promotion," Mr. Sterne says, "we use
spots to let the market know Avhen
Iron City has achieved some out-
standing recognition, such as the
recent House Beautiful article by
Poppy Cannon in Avhich Iron City
was mentioned as one of 'Nine Very

Special American Beers.' Additional
stations were added to our regular
schedule to pid)licize this honor, as
well as on another occasion in the
early fall to sjjread the information
that Iron City was one of only two
American beers to receive the high-
est award lor cjuality at the Brussels
World's Fair."

The stations were most coopera-
tive on these occasions, Mr. Sterne
says, in getting out extra mailings
and promotional pieces to taverns
and other Iron City outlets. As a

Leslie Sterne, ST&J radio director.

rule, hcjwever, merchandising sup-
port from the stations consists of
routine mailings and placement of
window cards around tow'n.

The dignified, hearty, robust prod-
uct image of Iron City so carefully
cultivated through commercials and
merchandising throughout the year
falls flat on its face, how^ever, at
Christmas time when the froth k.o.'s
the body and lightness takes over.

Each year from Thanksgiving
until Christmas the Pittsburgh Brew-
ing Co. uses half its radio schedule
to promote a brand of beer with the
vmusual name of Olde Frothingslosh.
\Vith the blessing of the client, the
agency copywriters are given a field

U. S. RADIO • February 1959

Iron City Beer's Radio Log

tlay w ith w liinisic .il ( oimiicicials.

Reactions lun lioin amusement to
conlusion. according to Mr. Sterne.
"One announcer in an Oliio station
read the live copy over before air
time and immediately confronted
the station manager with these
words, 'O.k., it's a pretty funny gag,
now Where's the real copy?'

"Announcers are slightly mystified
at first by such phrases as 'the beer
with the foam on the bottom,' 'the
pale state ale for the pale, stale
male,' and 'made from hippity hops,
nice rice and mad, mad malt.' "

They soon enter into the holiday
spirit, however, Mr. Sterne says, and
everyone including the listeners en-
joys the Olde Frothingsloth cam-
paign. As with many seasonal items,
he says, the demand always exceeds
the supply.

Steady Crowt-h

For Iron City itself, however, the
supply keeps increasing with the de-
mand. The Iron City brewery was
built in 1861, and in 1899 became
one of the 16 area breweries which
were merged to form the Pittsburgh
Brewing Co., then reportedly the
largest in the nation.

At the turn of the century, the
total capacity of these breweries was
well over a million barrels a year.
Today, the Iron City plant alone has
a greater capacity than all of these
combined.

The firm, which also produces a
second and lighter beer, Tech Pre-
mium Pilsener, has outlets in Penn-
sylvania, Ohio, West Virginia, New
York, New Jersey, Maryland, Michi-
gan and Virginia.

Expanding regularly. Iron City
generally uses radio, along with
newspapers, to introduce the beer
into new territories, Mr. Sterne says.
Television and outdoor, he adds, are
only brought into the picture "after
the pioneering work has acquired a
good distribution for the beer." • • •

Spot and Program Outlets

STATION

MARKET

STATION

MARKET

KDKA

Pittsburgh

WARK

Hagerstown, Md.

KQV

Pittsburgh

WKBO

Harrisburg, Pa.

WWSW

Pittsburgh

WCMB

Harrisburg, Pa.

WEEP

Pittsburgh

WHCB

Harrisburg, Pa.

WKJF-FM

Pittsburgh

WCRO

Johnstown, Pa.

WCUE

Akron, 0.

WJAC

Johnstown, Pa.

WADC

Akron, 0.

WKYR

Keyser, W. Va.

WHKK

Akron, 0.

WBCB

Levittown, Pa.

WAKR

Akron, 0.

WKVA

Lewistown, Pa.

WFBC

Altoona, Pa.

WIMA

Lima, 0.

WRTA

Altoona, Pa.

WJTN

Jamestown, N. Y.

WVAM

Altoona, Pa.

WMOA

Marietta, 0.

WLDB

Atlantic City,

N. J.

WEPM

Martinsburg, W. Va

WOND

Atlantic City,

N. J.

WMCW

Meadville, Pa.

WESB

Bradford, Pa.

WMIC

Monroe, Mich.

WHBC

Canton, 0.

WCTC

New Brunswick, N. J

WCHA

Chambersburg,

Pa.

WKST

New Castle, Pa.

WELK

Charlottesville,

Va.

WETZ

New Martinsvill3,

WHK

Cleveland

W. Va.

WJW

Cleveland

WEEU

Reading, Pa.

WTBO

Cumberland, Md.

WPIC

Sharon, Pa.

WONW

Defiance, 0.

WMAJ

State College, Pa.

WJER

Dover, 0.

WTON

Staunton, Va.

WDOE

Dunkirk, N. Y.

WTOL

Toledo, 0.

WEOL

Elyria, 0.

WO HO

Toledo, 0.

WICU

Erie, Pa.

WMBS

Uniontown, Pa.

WJET

Erie, Pa.

WHHH

Warren, 0.

WLEU

Erie, Pa.

WKWK

Wheeling, W. Va.

WMMN

Fairmont, W.

Va.

WWVA

Wheeling, W. Va.

WFIN

Findlay, 0.

WKBN

Youngstown, 0.

WFOB

Fostoria, 0.

WHOT

Youngstown, 0.

WFRO

Fremont, 0.

WFMJ

Youngstown, 0.

Pittsbisrgh Pi

STATION

MARKET

KDKA

Pittsburgh

( originating)

WFBC

Altoona, Pa.

WBVP

Beaver Falls, Pa.

WBOY

Clarksburg, W. Va.

1 day and weeken

WHAR

Clarksburg, W. Va.

(nightl

WTBO

Cumberland, Md.

WCEB

Du Bois, Pa.

WLEM

Emporium, Pa.

WMMN

Fairmont, W. Va.

WHUN

Huntingdon, Pa.

Radio Network

STATION MARKET

WJAC Johnstown, Pa.

WMCW Meadville, Pa.

WAJR Morgantown. W. Va

WKRZ Oil City, Pa.

WKBI St. Mary's, Pa.

WPIC Sharon, Pa.

WMAJ State College, Pa.

WTRN Tyrone, Pa.

WMBS Uniontown, Pa.

WNAE Warren, Pa.

WJPA Washington, Pa.

WWVA Wheelins. W. Va.

U. S. RADIO • February 1959

How

Convention

Plans for this year's NAB meeting

are first under new 'streamlined' format:

Less time, less display, just as much to do

NAB 1959 Board Convention Committee

Engineering
Liaison— Radio

Engineering
Liaison-
Television

R(jl)ert T. Mason

WMR\

Marion. 0.

Richard Shalto

WIS-TV

Columhia, S. C.

Joseph E. Baudino

Westinghouse
Bcstg. Co.

Washington. D. C.

John H. DeWitt

WSM

Nashville. Tenn.

William Holm

WLPO

LaSalle, 111.

J. Frank Jarman

WDNC

Durham, N. C.

Fred A. Knorr

WKMH

Dearborn, Mich.

C. Howard Lane

KOIX-TV

Portland, Ore.

C. Wrede Petersme\ er

Corinthian
Bcstg. Corp.

New York

James D. Russell

KKTV

Colorado Springs.

Colo.

U. S. RADIO • February 1959

Radio broadcasters who at-
tend the annual convention
of the National Association
of Broadcasters next month Avill
spend a shorter time at the yearly
conclave than they have in the past,
but will be no less busy for their
briefer stay. That is the word from
NAB headquarters as plans for the
37th annual convention begin to take-
final form. (See Editorial p. 64.)

This year, broadcasters will meet
in Chicago at the Conrad Hilton
Hotel, March 16 through 18, with
delegates starting to check in at the
registration desk on Sunday, March
15. The three-day format adopted
by the NAB board of directors at a
semi-annual meeting last June re-
places the usual four-day agenda.

Another significant change which
will be introduced at the 1959 an-
nual meeting is a limited exhibition
plan. Such organizations as tran-
scription firms have traditionally had
their pioducts on display at N.\B
conventions, as have heavy equip-
ment manufacturers. Although
equipment exhibits are unaffected in
1959, program service exhibits have
been eliminated. Delegates from
these firms may still attend the con-

vention but without their wares.
And they may, according to the new-
convention format, entertain broad-
casters in "hospitality" suites as sta-
tion representative firms have done
for years.

The 13th annual Broadcast tngi-
neering Conference, held concur-
rently with the convention, will
stress "how to" presentations at this
year's session. A new NAB award
for engineering contributions to the
technical development of broadcast-
ing will make its debut at the 1959
BEC meeting, with John T. Winer,
vice president of engineering foi
Hearst Corp. stations, as first recipi-
ent. The presentation will be made
at a BEC luncheon on \Vednesday
March 18.

Award to Sarnoff

NAB's keynote Award lor Dis-
tinguished Service, presented for the
first time in 1953, will go to NBC
Board Chairman Roliert W. SarnolT
this year. The award is given an-
nuallv to the person who has made
"a significant and lasting contribu-
tion to the American system of
broadcasting by virtue of singular
achievement or continuing service."

Mr. Sarnoff will deh'vcr the Keynote
address at the award lunrheon
March 16.

Although a detailed agenda was
not available at press time, general
plans for the radio sessions indicate
a full schedule for radio delegates.
John F. Meagher, N.\B vice presi-
dent for radio, says these sessions
will be held Monday afternoon
(March 16), Tuesday morning (March
17) and Wednesday afternoon
(March 18) , with a special fm panel
schedided for Monday morning.

The radio conference will be
opened by J. Frank Jarman, WDNC
Durham, N. C, chairman of the
NAB radio board. Among subjects
which w'ill be considered are pro-
gramming standards of good prac-
tice for radio broadcasters, music
licensing, audience research, a fore-
cast of radio's immediate future,
editorializing on the air, a legislative
report and automation trends.

Radio .Advertising Bureau will
participate in the convention with a
sales presentation.

To further streamline this year's
conclave, the over-all convention has
been divided into (1) general ses-
sions and (2) separate radio and

U. S. RADIO • February 1959

television ni.miij4(.iiieiil iiKcliiigs.
The welcome mat is out lor all dele-
gates who wish to attend hnuheou
meetings and general assemblies, but
radio and television management
meetings will be "oft limits" to all
luit bona fide station owners and
executives of NAR member stations
and networks.

Luncheon speakers in addition to
Mr. Sarnoff will be FCC C^hairman
John Doerfer, who will address tlie
convention on Tuesday, and NAB
I'lesident Harold E. Fellows, who
will speak to the delegates on Wed-
nesday. 1 he annual banquet on
Wednesday night will close tfie con-
vention. Broadcast Music Inc. will
handle the entertainment.

President Fellows indicates thai
emphasis will i)e on major manage-
ment pic)i)lems, "ledecting the seri-
ous problems facing the broadcasting
industry which rec]iiiie the intensive
study and concerted action of top

executives." He says the "continuing
grow til of radio and television is
bringing about rapid changes which
the leaders of the industry must be
fully informed about and prepared
to act upon."

Survey Made

The streamlined agenda aimed at
top management problems is based
on desires of the membersliip as ex-
pressed through cjuestionnaires cir-
culated by NAli recently, the asso-
ciation states. Co-chairmen of the
NAB convention committee are
G. Richard Shafto, VVIS-TV Colum-
bia, S. C, and Robert 1. Mascjn,
WiMRN Afarion, O.

When radio delegates aren't en-
grossed in the problems of broadcast-
ing under discussion in their man-
agement sessions, they will be free to
inspect the largest display of broad-
cast ecjuipmeiu ever to be on exhibit

at an NAB convention. Everett
Revercomb, NAB secretary-treasurer
and convention manager, reports
that contracts are cut for 18,570
scjuare feet of exfiil)ition space, mak-
ing the over all exhibit 1,.500 square
feet larger tlian ever before, and
1,000 square feet larger than that of
the 1958 Los Angeles meeting. At
press time, the following heavy
equipment manufacturers had made
space reservations to display their
products at the NAB Chicago meet-
ing:

Ad lei Electronics Inc., Alford
Manufacturing Co., Ampex Corp.,
Caterpillar Tractor Co., Century
Lighting Inc., Collins Radio Co.,
CON R AC Inc., Continental Elec-
tronics Manufacturing Co., Dresser-
Ideco Co., Gates Radio Co., General
Electric Co., General Electronic Lab-
oratories, General Precision Labora-
tory, General Radio Co., Harwald
Co., Hughey & Phillips Inc., Indus-
trial Transmitters & Antennas Inc.,
Kahn Research Laboratories, Kleigl
Bros., Minneapolis-Honeywell Co.,
Phelps Dodge Copper Products, Ra-
dio Corp. of America, Raytheon
Manufacturing Co., Schafer Custom
Engineering, Sarkes Tarzian Inc.,
Telechrome Manufacturing Corp.,
TelePrompTer Corp., Telescript-CSP
Inc., Tower Construction Co., Util-
ity Tower Co. and Visual Electronics
Corp.

Highlights of the agenda include:

Monday — .Morning: Fm radio .ses-
si(jn, labor clinic led by G. Maynard
Smith, an Atlanta attorney who spe-
cializes in labor-management law,
and exhibits; noon: General assem-
bly and the limcheon featuring the
keynote award and address by Mr.
Sarnoff; afternoon: Separate radio
and tv management and ownership
c onferences.

Tuesday — Morning: Management
ar.d ownership conferences contin-
ued; noon: General assembly and
luncheon with address by Mr. Doer-
fer: afternoon, open for visits to ex-
hibits or hospitality suites.

Wednesday — Morning: General as-
sembly with FCC panel: noon: Pres-
ident Fellows' address to general as-
sembly luncheon, followed by annual
business session: afternoon: Manage-
ment and ownership conferences;
evening: Annual convention ban-
quet. • • •

Civil Service Commissioner Barbara Guiiderson presents the commis-
sion s Diamond Anniversary award plaque to Harold E. Fellows,
president of the National Association of Broadcasters, at !\ AB's head-
quarters in W ashington, D. C. The award was established by CSC in
connection with its current observance of the 75th anniversary of the
Civil Service Act to give recognition to certain national organizations
for their '^outstanding cooperation in support of the federal civil
service." !\'AB and its member radio and tv stations were cited for
materially helping Government meet its civilian personnel ne-^ds h\
broadcasting ''manpou rr spot announcements."

U. S. RADIO • February 1959

Illllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^^

lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll^

'Look for a Room With a Radio'

A Miiall

ing well is swell

hotel with a wish
. but

you'll enjoy any hotel or
motel even more if there's a radio
in your room. Look for a room with
a radio."

That's the advice America-on-the-
go is getting these days from radio
stations across the country as part of
a nation-wide campaign to extend
further the reach of radio from the
home, the office and the automobile
to motel and hotel rooms every-
where.

Radio Tested

The drive, which has put the
power of radio to the test in its own
behalf, will continue as long as a
need for it exists, according to John
F. Meagher, vice president for radio.
National Association of Broadcasters.
But evidence of the immediate suc-
cess of the campaign from an in-
dustry standpoint was piling up on
Mr. Meagher's desk in an impressive
stack w'ithin a month of its introduc-
tion by NAB in early December.

Shortly after the first of the year,
the NAB radio department tabu-
lated broadcaster reaction to the new
"look for a room with a radio"
promotion. In a month's time, 600
stations had pledged a total of 11,040
spots a week to the campaign — an
average of 19 spots per station. And
the pledges are continuing to come
in. Mr. Meagher feels that by the
end of this month, the total spots
being aired each week in the newest
of NAB's radio promotions will rise
to the 15,000 mark.

Original Decision

Decision to undertake the promo-
tion was made last November by the
NAB am radio committee. Spot an-
nouncements of varied lengths sub-
sequently drafted at NAB and sent
to all radio stations call attention
to the advantages of radio-equipped
hotels and motels: The music and
entertainment available on radio are
perfect tonics for a travel-weary
hotel guest, one advises. Another

siu'sscs the uploihc minute iic'as
that ladio ollcis. Still another re-
minds the motorist liiat "ladio ic-
ports on weather and load (oiuli-
tions help you get where you're
going more (juickly and safely."

Obvious ))iiij)()sc' ol the (lii\c is 'c)
convince motel and hotel interests
that it's good business to equip all
their rooms with radios. A motorist's
dependence on radio for relaxation
and essential information is now the
lule rather than the exception and
should not be cut off with the ig-
nition, Mr. Meagher points out.

He also stresses that the radio
broadcaster and motel or hotel oper-
ator have more in common than may
immediately meet the eye: Both are
local business men; both are engaged
in the business of serving the public
and building business in their own
community. Each could — and should
— work for the betterment of the
other, Mr. Meagher believes.

Hotel Interest

The "look for a room with a ra-
dio" drive is NAB's attempt to foster
greater cooperation between the
hotel and radio industries. Although
no formal discussions have as yet
been planned with representatives of
the former group, Mr. Meagher says
he has already heard that the cam-
paign has stimulated great interest
in hotel circles in certain local in-
stances. He expects that NAB Avill
ultimately meet with hotel industry
executives to explore ways in which
radio service can be assured the
traveling public.

The campaign has drawn some
quick approval from hotel-motel
groups. The Florida Afotel Associa-
tion, largest such group in the coun-
try, expressed immediate interest in
taking part.

Executive Vice President J. Pendle-
ton Gaines wrote the NAB that "we
are very much interested in . . . this
project because we have many angles
that can be developed, including a
program at the manufacturers' end
to create a central radio system for

Tliis built-ii w^ll radio, cd jpKib'e to hotel and
mo^el use, Is produced by Phillips Radio DIv.
of B-W Manufacturers lie, Kolcomo, Ind., one
of several firms interested in NAB's project.

motel rooms with a number of selec-
tions of local stations plus one selec-
tion lor an fm station."

The campaign also has received
formal pledges of support from two
state broadcasting associations — Ten-
nessee and New Jersey.

Until more meetings can be ar-
ranged, NAB will continue to build
a strong case for the desirability of
having a radio in every hotel room.

Specific Reactions

To feel out specific broadcaster re-
action to the campaign, NAB sent a
fill-in questionnaire to all stations
asking the extent of the support the
outlet was giving to the drive. Many
broadcasters, in returning the infor-
mation to NAB, have commented on
their personal reaction to the pro-
motion. From a Rhode Island sta-
tion manager comes this opinion:
"We feel that this is an excellent
promotion, not only for the stimula-
tion of local business but for the
station, too." A Texas broadcaster
writes: "We will step up the num-
ber of spots per week if you keep us
supplied with copy." The idea has
prompted one North Dakota station
to Avork on a "combination package
deal to offer motels and hotels for
joint promotion." • • •

lllllllillllllllllllllllllllllllllllllllllliyilllllllllllllllllllllliy^

U. S. RADIO • February 1959

Russian Radio

A Voice
To the

This special report is by
Jerry A. Danzig, NBC vice
president, from observa-
tions of Russian broadcast-
ing while a member of a
five-man team under State
Department auspices. Mr.
Danzig, formerly vice pres-
ident, NBC Radio network
programs, has recently
been named vice president,
participating programs,
NBC Tv network.

Radio ill Russia is a dedi-
cated medium. It reflects the
dedication that the Russian
Government expects of its people.

After traveling through the
U.S.S.R. inspecting its radio facili-
ties, one comes away with the utmost
respect for the universal use of the
aural medium.

After all, radio — like any com-
munications medium — mirrors the
society or culture of a particular peo-
ple. In the U.S., the airwaves are
free for most forms and shades of
programming — leaving room, of
course, for certain overseeing by the
Federal Communications Commis-
sion.

Stations here are free to program
any type of music, discussion, con-

•12

U. S. RADIO m February 1959

irovcrsy, jjoliticil iluil)arl), social
drama or what have you. I he only
real restrictions are in the area ol
good laste, and the recjuiring ol
etjual lime for hoth sides of the
fence.

We were candidly told that in the
Russian scheme of things "Each pro-
gram broadcast should improve the
human being."

In Russia, there is what can be
called programming and artistic ded-
ication to the causes of the State.

This affects the Russians' fine music,
drama and certainly their news.

Take, for example, the field of
satire and comedy. Such program
material comes under the watchful
eye of the Satire Department, or-
ganized a year ago. One of the most
popular programs in ttiis area is
called Merry Sputnik. In addition to
humor and entertainment, the series
is designed to attack "selfishness,
drunkenness and hooliganism."

The program itself comprises
chiefly satiric commentary with the
central character, Becky Thatcher,
fashioned after Mark Twain's char-
acter, traveling around the world
visiting the American art exhibit in
Brussels, dating young General Tru-
jillo in Hollywood and having tea
with ^fadame Chiang.

In another area, the Satire De-
partment directs its efforts against
the self-interested individual, such
as the truck driver who carries
bricks carelessly at work, but when
building a coimtry house of his own
is very careful not to break or drop
a single block.

This self-correction approach can
also be directed against "minor"
Government officials such as the Min-
istry of Trade official who blooped
by sending shoes of only one size
to a city.

It is interesting to note that the
Russians do have commercials or,
as they call them, "paid informa-

tion." W'itli some exceptions, the
|)aid inloi mat ion also s(i|)poits the
goNcimiuni lolc.

An example ol paid announce
nients aie those e)f the .\Iinisti\ ol
Trade- on what pioclucts aie avail
able: what stores have overcoats;
what lac lories need workers; what
colleges have room for students, and
what movies are showing where.

The cost lor the |)aicl information
\aiies from republic to lepublic. In
the (icoigian Re|)ublic, lorexamiile.
the cost is one ruble per word for
oiclinary announcements or two lu
bles a word if the aimonncement is
specially produced (e. g. nuisic back-
groimd) . The index on the rate of
exchange is four rubles ecjual one
dollar. The Georgian Rcjiublic al-
lows radio 30 miiuuesol commercials
daily, of which 15 minutes are in the
morning and 15 in the evening.

In Kiev (Ukranian Republic) ,
there are 15 to 20 minutes of commer-
cials daily at the rate of one ruble
per word for ortlinary annoimce-
ments. By the way of special agree-
ment, the Ministry of Trade pays
40 to 50 kopeks for a mimite or a
minute-and-a-half a n n o u n ce men t.
(100 kopeks equal a ruble) .

An interesting similarity exists be-
tween Russian radio and ours in the
area ol progrannning ingredients.
Heavy emphasis is placed on music
and news. I would estimate that
between 60 and 70 percent of the
progrannning is music. In Moscow,
for example, where there are three
Government radio services, the music
played is divided equally among
Russian folk, foreign and classical.
Radio is very much relied upon
for its news. In fact, it is common
for people to get the "top" of the
news from television anti turn to
the radio for complete details.

There are two tv news programs
a day in Moscow compared with 11
a day on radio.

Financial remuneration for those
employed in the radio art in Russia
is favorable when compared \\ ith the
salary of the average worker, ^vho is
paid between 800 and 900 rubles a
month. A staff musician or singer re-
ceives 2,000 rubles a month. A radio
producer gets between 1,500 and
2,000 rubles; in addition, he can
earn an additional 3,000 rubles by
^vorking overtime to prepare a spe-
cial 30- to 40-minute program.

Radio wiiteis leceivc- about .S.OOO
lublc's loi adaptation e)| a play lor
the- ainal nic-eliuin. There are no
io\altie-s il a play has Ijeeri pub
lisliecl, in uliieli ease it is conside-icel
as being in the public domain.

The- avc-iage dramatic shc>w on ra-
dio (osis about 7.000 rubles a hall-
hour to produce. Ilu- Mrriy Sfjiit-
tiik costs only I, .500 to 2,000 tc) pic»-
duce each episode, presumably be-
cause of the jiermanc-nt sialf e)| the-
Satire Departmeiu which has an
editor-in-chief, four editors, an as-
sistant prcxlucer and other em-
ployees.

Fi om a technical pf)int of view,
Russian radio has much to say for
itself. Use is made of a wired radio
set (comparetl with a standard re-
ceiver) which is capable of receiving
the first of the three services only.
The other two services can be heard
on standard receivers only. The
wired service is very popular. In
Georgia, for example, there are
250,000 standard radio sets and 500,-
000 wired sets with the one radio
channel. The license fees that lis-
teners have to pay also vary by set.
.\ family in Georgia pays 32 rubles

a month lor a standard set and five
rubles a month for the wired receiver.

Three weeks spent in the Soviet
is a short time. Certain impressions,
however, are inevitable. By w^ay of
conclusion I would say that Russian
radio is comparably professional by
our standards. There is one basic
difference, though, and this deals
with the primary aim of the Soviet
government controlled radio system.

W^e pride ourselves on entertain-
ment and news. They, too, pride
themselves on entertainment but,
above all, on their skill in using
radio to further the aims of the
Government and the Party. Call it
dedicated radio or call it — as I do
— propaganda. • • •

U. S. RADIO • Februai7 1959

Weekend Bonanza

M I lif |)i of juggling a

^ spot latlio sdu'dulc through-
ly out the week lor inaxiinuin
coverage and penetration has long
been a xcxing problem lor liinibiix
ers.

A new study by the A. C. Nielsen
Co. (oniparing a Monday through
Friday spot campaign with one that
includes Satiuclay and /or Sundav
thiows a bright s])otlight on the el-
iettivetiess of weekend radio in me-
dia planning.

For example, lU .spots .Monday
through Friday (6 to 9 a.m.) on a
typical station in a major city will
reach 5.!) percent ol the homes (or
251,700 homes). The Nielsen study
then substitutes Saturday and/or
Siniday for midweek days. This 10-
spot schedule, substituting Sundav
for Wednesday, yields 6.7 percent
ol the homes (or 285,900 homes) .
Home impressions are similarly in-
creased Irom 478,230 in the first
schedule to 543,210 in the second.

In the study, episodes are defined
as 15-niimile periods in which the
spots are carried. Between 6 and 9
a.m., theie are 12 episodes (from
Monday through Friday, there are
60) . For the purposes of this study,
the episodes for each day were
numbered 1 through 12. Distribu-
lion of the schedules and the
episodes in which the spots were
carried lollo^v:

Schedules A, B and C

Run a five-day cume on a 10, 20
and 40 spot schedide. Spots as fol-
lows:

A. 10-spot 6-9 a.m.:
Monday, episodes 1, 11
Tuesday 6, 8

Wednesday 3, 5

Thursday 10, 12

j Friday 2, 9

iiiiiiiiiiiiiuiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^

Weekly Results

Weekly Cumulative
Description Audience

Mon.-Frl.

60 Quarter hours

Homes

sodes

Impressions

6-9 A.M.

a week

9.5

409,610

6.9

2,826,310

Schedule A

10 spots M-F

5.9

251,700

1.9

478,230

Schedule B

A plus 10 spots

7.1

302,900

3.1

938.990

Schedule C

B plus 20 spots

8.5

362,700

4.9

1,777,230

6-9 A.M. Mon.-Fri. Combined

With Sat.-Sun. 9-12 Noon

Schedule D

10 spots (see explanation)

6.7

285,900

1.9

543,210

Schedule E

D plus 10 spots

8.1

345,600

3.1

1,071,360

Schedule F

E plus 20 spots

12.1

516,300

4.3

2,220,090

Source: A. C.

Nielsen Co. (based on May-June

report for a

station in a

major

city).

Four-Week Results

Mon.-Fri.
6-9 A.M.

Description

60 Quarter hours
a week (240)

Schedule A 10 spots M-F 140)
Schedules A plus 10 spots ( 80)
Schedule C B plus 20 spots (160)

Four-Week
Cumulative Audience

%
20.9

15.4

18.0

19.7

5-9 A.M. Mon.-Fri. Combined
With Sat.-Sun. 9-12 Noon

Schedule D 10 spots 'see explanation) (40) 20.2
Schedule E D plus 10 spots 1 80) 21.2

Homes

Epi.
sode

Home
Impressions

891,760 12.2 10,879,470

657,100 3.0 1,971,300

768,000 4.9 3,763,200

840,600 8.5 7,145,100

861,900 2.5 2,154,750
904,600 4.7 4,251,620

Schedule F E plus 20 spots (160)

24.8 1,058,200 8.4 8,888,880

U. S. RADIO • Februar)' 1959

New Nielsen 'duplication' study shows
effectiveness of including Saturday and/
or Sunday in weekly spot radio buys

li. 2()-,spot ()-9 a. Ill

: To 10 spot

schechilc above acUl

Monday

4, 7

Tuesday

3, 12

Wednesday

9. 10

Thursday

2, 5

Friday

6, 8

C. lO-spot 6-9 a.m.:

To the 20 spot

schedule add:

Monday

2, 5, 8, 10

Tuesday

1, 4, 7, 9

Wednesday

2, 6, 8, 12

Thursday

1, 4, 1, 11

Friday

?>, 5, 11, 12

Schedules D, E and F

Using the same basic schedule but
now crossing into weekend time peri-
ods, Nielsen demonstrates how the
substitution of Saturday and/or Sun-
day affects the dimensions of audi-
ence over a five-day period.

10-spot schedule: Use same schedule
as weekly A, but substitute the sixth
and eighth episode during the 9-12
noon block Sunday for the two Wed-
nesday spots.

20-spot schedule: Same as weekly B,
but substitute 6, 8, 9, 10 episodes
of 9 to 12 noon Sunday for all Wed-
nesday spots.

40-spot schedule: Same as in weekly
C, but substitute 1, 3, 4, 6, 7, 8, 9, 11
episodes of the three-hour block from
9 to 12 noon Saturday for all Tues-
day spots.

Following the results of this week-
ly study, Nielsen then calculated
the affect of Saturday and/or Sun-
day on a four-week basis. The re-
sults are just as meaningful.

The percentage of homes reached
by 10 spots, for example, increase
from 15.4 percent to 20.2 percent
when Sunday is substituted for Wed-
nesday. • • •

lllllllllllillllllllllllllllllllllllllllllllllllllllllllllllllllli

Radio Facts Updated

Total Homes (Millions) Radio Homes (Millions)

Fall Each Year

1950
1952
1954
1956
1958

43.9 42.1

45.7 44.8

47.1 45.4

49.4 47.6

51.1 49.2

Radio Ownership: October 1958
% Total Radio Homes
Territory

NE
EC
WC
S

PAC

97%

A
B
C
D

County Size

97%
96
96
95

Hours of Radio Use: October 1958
Total U. S. Radio Homes 1:58

NE
EC
WC
S

PAC

Territory

1.46
1:52
2:24
1:46
2:08

A
B
C
D

County Size

2:11
1:55
1:48
1 :42

Source: A. C. Nielsen Co.

Out of Home Listening

Homes per Minute
July 1958

Total (Millions)
Auto Plus
In-Home

Morning
Mon.-Fri.

6.5
1.4
5.1

Afternoon
Mon.-Fri.

6.9
1.5
5.4

Night
7 Days

4.7
1.4
3.3

Based on NRI-NSI Measurements of Auto Radio Usage

iiiiyiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiuiiiiiiiiiiiiiiiii^

U. S. RADIO • February 1959

focus on radio

A Quick Glance At People, Places

And Events Around Radio-Land

MOTHER MINDS MONEY, as usual, while her husband is congratulated by
police officers after finding a check for $50,000. The Jess Slate family
had just won the KYA San Francisco Treasure Hunt, which also meant a new
car and free auto repairs for life. Police were called out to control hunters,
estimated by KYA at more than 100,000, after final clue was broadcast.

HELPING OUT, Seattle disc jockey Frosty Fowler
(bottom) does his bit to help build new multi-million
dollar freeway. Fowler told KING listeners that if each
of Seattle's 500,000 citizens would dig 10 shovels-full,
freeway would be almost completed. Engineers re-
port he did no serious damage to the project.

NAME IN LIGHTS over Broadway on Fedders sign and a trip
to Rio via TSA Transcontinental Airlines is prize for Mr. & Mrs.
Albert Drapeau (center) in WABC New York "Mystery Per-
sonality" contest. Congratulating the couple are (far left)
Ross Mulholland, WABC disc jockey. Bob Higgens, TSA gen-
eral manager, and (far right) Eleanor Herling of Mr. Mul-
holland's staff and U. V. Musico, vice pres. of Fedders.

SCREAM OF DELIGHT is broadcast into WHBQ Memphis micro-
phone by Mrs. Joan True. She won $100 because she was listening
to the station's "Shadow," who is actually Charley Sullivan, when
he announced he was in front of her house. "Shadow" tours city in
unmarked car, talking to his listeners, chiefly motorists and
housewives. If they are listening and can locate him, they win $100.

IMAGINATION AND DARING are needed by
the ad profession, according to Jules Dundes,
CBS Radio vice pres. (center). He delivered
message on accepting St. Louis Ad Club's
"Brass Hat Award." Hosts are Bill McDade,
club's president (right), and Bob Hyland,
KMOX qen'l mgr., who attended luncheon.

OVER AND ABOVE all other newsgathering functions of WICE Providence is new
"News-copter" which is shown as it was reporting its first local event — a
parade. The broadcast fronn the whirlybird, WICE claims, was the first time a
helicopter had been used by a Rhode Island station for news or special events.

PRIZES AT STEAK are more than $400 worth of Armour Star meats In WOW
Omaha "beef weight estimation" contest. Customers in Kilpatrick's department
store were asked to guess total weight of edible meat on a half-beef dis-
played in case. In six days, WOW says, 7,000 entries were received.

HELPING BREATHE LIFE into March of Dimes campaign,
WAMP Pittsburgh disc jockey Rex Hale broadcasts from Iron
lung In display window of downtown store. He asked audience
to contribute $2,100, price of the lung. Watching is a spon-
sor, Duane Hagan, representing the Watson Home for
Crippled Children. Mr. Hale spent three days In store window.

GROWN IN FLORIDA, short, medium and tall 'GRO Girls"
advertise grand opening of WGRO Lake City by passing out
souvenirs and Invitations to dance featuring Ray McKinley's Glen
Miller orchestra. Dance raised $1,000 for a teenagers' center.
The station also reports that "hundreds of listeners" attended
open house, more gathered in park to hear McKinley show.

"SPOT (Cont'd from p. 25)

"To insure the iinpaci ol the new
music policy, the VVKV-Kalz team
worked out an original music selec-
tion formula based on local and na-
tional statistics, designed to deter-
mine as accurately as jiossible the
musical preference of people in the
Oklahoma area."

Research

Another major j)i()je(i on ihc rep-
resentatives' agenda for 1959 is the
•ex])ansion of qualitative, in-depth
research into stations' audiences.
Blair's financing of the Eugene Gil-
bert Co. study on the Dallas mar-
ket for KLIF (Radio R esearch, No-
veml)er 1958), and the KONO San
Antonio-Pulse study of the audience
in terms of what H-R Representa-
tives call "a measine of income and
discretionary buying power" (Radio
Research, January 1959) are fore-
runners of many to come.

The study that has cau.sed perhaps
the most stir recently has come out
of KPRC Houston, where Edward
Petry & Co. is working closely with
that outlet in what Mr. Holmes calls
"a pioneering motivational research
study."

The study has attempted to learn
the basic needs and desires of radio
audiences today, and especially how
the various Houston stations fulfill
them. It also attempts to discover,
through "depth interviewing," the
attitudes of the listening audience
and the effects these attitudes have
toward the advertisements carried.

"This forward step by KPRC, we
feel, will start a trend toward many
similar studies throughout the coun-
try," says Mr. Holmes, "and will
enable stations to add new and
greater services for the benefit of
listeners. It was done in response to
the advertisers' need for more quali-
tative information about media and
to loosen their dependence on purely
quantitative measurements.

"The most important new activity
at the Petry company this year," he
predicts, "will be the extension and
dissemination of qualitative audi-
ence promotion for radio."

Rate Cards

(Jnc olliei ai( ;i ol (oiiirovcrsy that
representatives indicate they will
tackle this year is tiic rale cards. On
the positive side, the firms are seek-
ing the simplification of rate cards
by means of streamlining individual
station cards or the implementation
of plans and packages sold in sta-
tion groups (The Rate Card Riddle,
September 1958).

Even more imjjortant, the repre-
sentatives are on the attack against
nuiltiple rates, which they claim
are hampering the development of
spot. In tlieir presentations, they
will point out that the advantages
of buying through a distributor or
i)roker at "fringe prices" can back-
fire— especially on the agency, which
may lose control of appropriations.

The double rates also hurt the
broadcasting industry, they say,
often causing an advertiser to lose
faith in the medium when he sees
that a competitor is getting the same
coverage at lower rates.

"It is a known fact," says SRA's
•Mr. Webb, "that quite a number of
national spot advertisers do not buy
spot radio advertising at the national
level because they have learned that
there are a number of doors open
for them at the local level that
enable them to buy radio time at
so-called 'local rates.'

"Not only is there this double rate
system, says Mr. Webb, but also
stations that have triple and quad-
ruple rate cards. Wliich means that
such stations operate on the basis of
'how- much money does the adver-
tiser have to spend in the market,
and let's work out a deal.'

"There is an answer to this thorny
problem, and the most logical and
sensible one is a single rate card for
all advertisers," he asserts.

"If a broadcaster conscientiously
feels that he cannot operate on the
single rate, for reasons peculiar to
his iTiarket, then the next best prac-
tice is to eliminate the words 'na-
tional' and 'local' from his rate card
structure, substitute the words 'gen-
eral' and 'retail' rates, define such

categories of rates with a sound work-
able definition, base his rates on what
he knows his prcjduct is worth, and
make up his mind to live with it."

A breakthrough was scored against
multiple rates recently with the al-
most sinudiancous announcements
by the three lialaban Stations (WIL
St. Louis, WRIT Milwaukee and
KROX Dallas) and by KTUL Tulsa
that they would adopt single rates
for all advertisers — Icjc al, regional
and national.

Mr. Eastman, whose firm repre-
sents The Balaban Stations, goes
even further than Mr. Webb in con-
demning multiple rates:

"Efforts to define the application
of a local rate and thereby police it
more effectively have not worked out.
Thus even though the spot medium
may be most desirable for certain
products it is not only conceivable
but a positive fact," he says, "that |
in certain instances an agency will |
recommend other media simply to
avoid the possibility of losing por-
tions of its budget. The agency is
'safe' on national media such as
magazines and network television.

"The local rate matter is really the
biggest single problem, in my opin-
ion, in the broadcasting industry."

Advertising-Promof-ion

In this hard-sell yeai, several rep-
resentatives indicate that they will
recommend heavy audience and sales
promotion, and advertising cam-
paigns on the part of inciividual
outlets. Their participation, how-
ever, will not end there.

Advertising department heads and
consultants from the representative
firms are ready to advise stations in
all aspects of consumer and trade
advertising, including story lines,
papers and magazines to be used,
and recommended costs.

Whether the task be the imple-
mentation of an advertising cam-
paign or in any other function, there
is no area of station management
where creative services of the na-
tional representative cannot be help-
ful and often vital, states Daren F.
McGavren, president of McGavren-
Quinn Corp. "The representative is,
in fact, an important part of the
station team and as such should in-
crease his services Avhenever there is
the need." • • •

U. S. RADIO • February 1959

hometown USA

• Commercial Clinic

• Station Log

• BPA Memo
(Local Promotion)

• Radio Registers

How CBS Stafions
Are Adjusting fo PCP

Reports from CBS-owned and affliated
stations emphasize personality and talk
shows as they adjust to network changes

As any woman can tell you,
tossing out an item or two
and moving the furniture
around may transform the living
room — and lead to buying wall-to-
wall carpeting to suit the new decor.

CBS owned and affiliated stations
are finding much the same truth ap-
plies in revamping program sched-
ules. As of January 5, when the net-
work's Program Consolidation Plan
went into effect, they've been living
with a variety of arrangements of the
basic "furniture" — minimum 30
hours of network plus existing local
shows — to which they've added a
wide range of embellishments ac-
cording to their own particular
tastes.

Program emphasis, judging from

reports, is in the direction of person-
ality, talk and opinion shows.

Prior to PCP, network stations
were expected to carry at least 50
hours of a total of 90 programmed
by CBS. With last month's consoli-
dation, CBS has canceled approxi-
mately 40 hours of network time and
lowered its basic lequirement for
member stations to 30 hours.

The effect of PCP has varied from
one station to another.

Some, like WCCO Minneapolis
(an affiliate) , report very little
change in programming. Others,
like KCBS San Francisco (CBS-
owned) , are tackling the job of re-
placing locally major portions of
the hours canceled by CBS. Still
others are considering the merits of

local versus net^vork shows for the
20 hours of CBS time available to
them beyond the mininunn require-
ment.

WCAU Philadelphia, an affiliate
which was bought by the network
last September, has intensified local
news and public affairs programming
and added "an important new per-
sonality" to replace approximately
20 hours of net^vork. CBS-oAvned
KNX Los Angeles, ^vhich has
dropped about 25 hours of network,
is developing a range of local fea-
tures, from a five-nigh ts-a-^veek
Opinion Please to a Saturday night
show by Russell Arms (formerlv on
tv's Hit Parade). Affiliate W'BT
Charlotte, N. C, has shifted only
slightly in net\vork time — from 42

U. S. RADIO • February 1959

HOMETOWN U.S.A.

liours lo 371/2 — I'loi^'iiiimiing
a new basic weekciul stlifilulc (alktl
Tempo.

K(;BS San Francisco (c-o) has
ailopted a number ol ntnv shows and
a considerably akercd lime schedule.
Previously it had carried 75 hours ol
CBS and CRPN; now il has h'l lioin-,,
15 minutes. WRV'A Richmond (al-
filiate) , switching from 50 hours
ol network to 41, has lengthened sev-
eral local shows and added a new
one in keeping with its concept ol
])rogramming foi "adulisolall ages;"
K.MOX (c-o) plairs, among other
featines, an increased schedule of
public affairs programs — on such
subjects as old age, alcoholism and
mentally retarded children — in addi-
tion to its ediKirializing KMOX
Radio Takes a Stand and topical
The Right to Knon'. WTO? Wash-
ington (affiliate) is promoting a
"Power Plus concept" of program-
minsj utilizino- close to the maximum
50 hours of network available. WTdiS
New York (c-o) has added seven
personalities to its local roster —
Westbrook Van Voorhis, Johnny
Desmond, Johnnie Ray, Emily Kim-
brough, Louis Nye and "new talent"
Lee Jordan and Portia Nelson.

Little Change

CBS' Minneapolis affiliate, WCCO,
has been relatively unaffected by
PCP, says Larry Haeg, general man-
ager, because it did "a thorough
housecleaning" on its whole sched-
ule in June 1957.

"At that time, we went to the
block-type programming ^vhich has
now been adopted by the net\\ork,"
Mr. Haeg explains. "We were using
31 1/2 hours of network according to
this pattern; now we're using the
minimum 30. Our changes amount
to little more than dropping Our
Gal Sunday and picking up Whis-
pering Streets instead; picking up
Arthur Godfrey at 9 a.m., a half
hour earlier than before, and switch-
ina: Art Linkletter from afternoon to
morning, starting at 10 a.m. We
also expanded our public discussion
program. Open Mike, and put it in

the hands ol George Rice, veteran
newsman.

"The listener forms an audio
image' of the day's pattern which is
best served by consolidated units of
progranuning," says Mr. Haeg. "VV^e
reorgani/ed our schedule with this
in mind.

WCCO, which stresses personality
and service ("A station is more than
sound, it's a ccjmpanion to people") ,
reports sales in the last quarter of

1958 were of? slightly from record
1957 figures, but the year as a whole
about matched the previcjus one;
and business now on the books for

1959 exceeds that for the same period
last year.

Fred Ruegg, general manager of
KNX, describes the Los Angeles
station as "experimenting with local
programming we've wanted to try
for quite a while but haven't had
time available for it." A major
innovation, the program Opinion
Please, accounts for 55 minutes of
approximately two hours an evening
cjf network time dropped on Janu-
ary 5. The show invites listeners to
telephone the station and go on the
air with their comments about mean-
ingfid local topics such as smog,
traffic congestion and education.

"VV^e were confronted with a num-
ber of technical problems in getting
the show oir the air," Mr. Ruegg
says, "but I think we've solved them
now. This type of program requires
a very talented personality to deal
adroitly with people. The first
couple of nights, we put Opinion
Please on unannounced just to see
how things would go. It's still a
little early to gauge results, but we're
very enthusiastic about it."

In addition to signing Russell
Arms to do a Saturday night music
show, KNX plans to experiment
with weekend programming (Satur-
day is now entirely local with the
exception of the Metropolitan Opera
on network) . "Our Sports Scene is
an established, popular feature that
covers a multitude of activities that
interest southern Californians —
trout fishing, auto racing, deep sea

George Rice, host and moderator
on WCCO Minneapolis Open Mike
show, talks in person or by phone
with wide array of radio guests.

lishing, tennis, golf and the like,"
Mr. Ruegg adds. "We'd like to try
more things like that, using our
niol)ilc units."

In i'hilacle]])hi.i, WCAU has
swilchcd Irom 35 hours of network
to 50, I hen bac k to 30, all since last
Sc|)lciiil)c'i I. ill (hanging its role
Ironi an affiliate lo a CBS-owned sta-
tion on that date, it added 15 hours
of network time. "However," says
]oe C^onnoUy, general manager, "we
didn't drop any of our staff then, so
we've been in a good positicjn to
jjick up on local progranuning in
adojiting PCP."

Adding Doug Arthur to its staff
in one major change, WCAU is cap-
italizing on a name known to Phila-
delphia radio for the past 15 years,
states Mr. Connolly. Mr. Arthur will
be on the air from 12:05 to 12:30
p.m. and 3:30 lo 5:30 p.m. weekdays.

Other standing local features in-
clude the Hi Neighbor Party Time
each afternoon, attended by a re-
ported audience of 200 club wom-
en every weekday. "We pioneered
this type of service for club groups
eight years ago," Mr. Connolly says.
■^Ve provide a group with a com-
plete program by way of the show
and a tour of our facilities, plus
merchandising gifts to be used by
the club for bridge tournaments or
other fund-raising events. Ralph
Collier emcees the party, assisted by
several musicians and other station
personnel."

U. S. RADIO • February 1959

Salmtlay nit^lit's Sinprisc Party is
also a point ol pride lor WCAIJ.
Now 10 years old, it has been playing
to "standing room only" from the
start, Mr. Coiniolly dcdares, even
though the station is now located
six miles Irom downtown Philadcl
phia.

Down south, the schedule ot affil-
iate \VB r Charlotte, N. C, is af-
fected by PC:P (hiefly on weekends.
Ajjart from reorganizing piogiam
times, the station has retained much
the same weekday format as ijefore,
says Paul Marion, general sales man-
ager, with emphasis on personalities
and talent.

The big change is in Saturday and
Sunday programming, he explains.
With the inauguration of Tempo,
VVBT plans to provide a flexible
format of music, news and features
throughoia the weekend.

"Four men on the air aie backed
by a staff of ]2 to 13 people who
gather material on tape throughout
the week for use in 'talk' sequences
that are limited to two minutes at
a time," says Mr. Marion. "For in-
stance, we taped an 18-minute inter-
view with Harry Golden, author ol
Only in America, and edited it into
two-minute segments that were inter-
spersed throughout a weekend.

"We've taped a number of other
vignette-type interviews and events,
using u]) to 70 or more tapes for a
whole ^\•eekend. Audience response
has been very good. A number of
people even call the station just to
inquire when a segment involving
them or their friends will go on."

In San Francisco, CBS-owned
KCBS has expanded several local
shows, introduced new ones and
added an occasional extra "ingredi-
ent" to existing programs.

"We are emphasizing personalitv
shows with features which attract
'active' listening," says Maurie Web-
ster, general manager. "The theme
of our audience campaign has been
built around the jjhrase 'more to
talk about.' "

The station's news staff is adding
six additional five-minute local news

programs a day to the sdiedule, sup-
plementing the network's hourly re-
j)orls.

\ew lo San Franciscans, Owen
Spann is ajjpearing on the expanded
morning show with humorous fea-
tures (including dramatic readings
liom the coMiic strips, and depic-
tions of an "on-the-spot repoitei"
who is accideni-|)rone) and irecpient
weather, coninuiting and time signal
inloiniation. Two afternoon person-
alities— I)a\e McElhatton and Wan-
da Ramey — have combined their
programs: together now, they com-
ment on the news, converse about
anything fiom how to mop floors to
what's opening on Broadway, and
phone people in the news. (A list
of the couple's "phone guests" for
the first week of their show inc hides
Eleanor Roosevelt. T^ic haid Rodgers
and a Bay area coinicil woman.)

Altogether, the station is jiresent-
ing a total of 27 entertainers in the
60 percent of program time bet^veen
(i a.m. and midnight that is devoted
to local shows. Midnight to 6 a.m.
continues to be American Airlines'
Music til Dait'n.

KMOX (c-o) considers its 1959
schedule the most diversified in its
3,S-year history. Along with netAvork
daily features, the St. Louis station
is continuing its coverage of major
regional sports events, its farm show
by Ted Mangncr, the morning
Cloclui'atclier Shoxi' with fim Butler,

Teaming up, Wanda Ramey and
Dave McElhatton conduct a two-
hour "conversation piece" every
weekday on KCBS San Francisco.

and the alic i noon /i)me Hayward
Slifjw.

New lo Us lisKncis ,(s ol Janu
aiy 5 is Words and Music, which
Robert Hyland, general manager,
describes as "unbhishingly lomantic
in ajjproach." Poetry by ]<>hu Mt-
Cormick against a backgroinid of
nuisic is a Monday-through-Friday
leatme from 12: 15 lo I2:.^0 p.m.

Three Documentaries

In public affairs programming, the
station is planning three documen-
taries: Old age, and how to enjoy it;
alcoholism, and its effect on society,
and the tragic problem of mentally
retarded children.

WRVA Richmond (affiliate) has
increased its news coverage to .85
local and 10 network newscasts each
24-hour weekday. The three-irian
news staff is aided, says General Man-
ager John Tansey, by wire services,
27 corresponclent,s thioughout the
\'irgiina and \Vashington, D. C.,
area, a mobile news unit with two-
way radio, an airplane at the munic-
ipal airport, a power-boat docked on
the James River and "walkie-talkies."

Replacing 12 hours of network
with local time, the station has insti-
tuted The Lyle Bradley Show
("planned music format" plus news
and weather) and lengthened The
Frank Brooks Show, The Housewives
Protective League and The Carl
Sluiz Shoiv.

At WTOP Washington, D. C. (af-
filiate) , lAvo new programs have been
introduced to supplement the local
schedule plus approximately 50
hoins of network. A 55-minute re-
corded music show on Monday,
Wednesday and Friday nights and a
Sunday morning session are pre-
sented by personality Robert Crom-
well. Jim Meyers, pianist and ar-
ranger, is playing nightly from 10:05
to 1 1 on Sugar '\ Spice.

Lloyd W. Dennis Jr., general man-
ager, terms the station's combination
of local net^vork programming a
"poAver plus" of personalities and
news and sports coverage. • • •

U. S. RADIO • February 1959

^ HOMETOWN U.S.A.

commercial
clinic

Singspiel, Musical Story
Techniques Provide F&S&R
With 'Pleasant Hard Sell'

In every c()])ywriter's reverie, it
would seem, is the < oiiiniercial that
listeners nuint to hear again and
again. The creative jjeople at Fuller
& Smith K: R(xss Inc., New York, be-
lieve they have jjroduced it.

Hitting tlie air liiis month is a
new scries ol (iO-second spots for the
Sterling Silversmiths Guild of Amer-
ica, an organization ot 13 brand-
name advertisers and silver supj)licrs.
Their j)urpose is to instill in young
women the image of solid silver as
an essential jjart of their marriage
and future.

"The commercials are ol two
types," says Peter S. Cardozo, vice
president and creative director for
radio and tv. "Some are 'singspiel,'
an ojieratic technique popularized
most recently by Rex Harrison in
My Fair Lady. The others employ a
musical motif to tell a story, after
the fashion of Peter and the Wolf."

Singspiel is a technique that forces
you to listen, according to Robert
Elwell, the copywriter. "The music
is used to re-enforce the words
throughout, and the words— actu-
ally spoken lyrics— are designed so
that you don't quite get them all the
first time. Of great importance is
that the music is pleasant and melo-
dious so that the listener wants to
hear it again."

The musical motif method em-
ploys a different mood and tune for
each character or point introduced
into the spoken story. "In Peter and
the Wolf, you remember, each char-
acter had his own very distinct musi-
cal identification," says Mr. Elwell.
"So do 'mother,' 'daughter' and 'hus-
band' in our commercials.

"Also," he notes, "key phrases such
as 'beautiful,' 'practical,' 'pride of
possession,' and 'money' (a sour

chord) are highlighted by the music.
And, of course, 'sterling silver' has
its individual motif."

Motivation behind these commer-
cials was the guild's desire to get
a harder sell into its messages. In
1958, its first year on radio, the job
was to "create awareness for sterling
silver in the minds of women by
registering its image as desirable and
important in the modern concept of
living." In 1959, the guild felt it
was time to tell them "why."

Peter Cardoio

Robert Elwe

"All of the new commercials, al-
though pleasant, are hard sell in
terms of the amount of facts and
reasons contained in them," Mr.
Cardozo asserts. "They must be
pleasant because we are dealing with
an image, not a specific product
name. The 16-year-old girls who
hear the spots today won't be buy-
ing for perhaps four years."

There is another reason for the
stress on "enjoyable" music, accord-
ing to Mr. Elwell. "The spots are
designed to fit into the kind of show
they play on; namely, the music and
disc jockey programs to which young
women would most likely listen."

The following is an excerpt from
one of the singspiel spots. "The copy
points are the strength of the musical
message with singspiel," Mr. Elwell

states, "as opposed to the usual
jingles which are heard only for
their tune after steady repetition."

ANNOUNCER: From your very

first dinner
There's a sparkle to

marriage
When you're dining with

Sterling Silver.
Your meals are elegant —
They're lovely — fun
When you serve them all

with Sterling.
If you only have
Settings for two —
So what ! You'll build

toward more —
You've pride in your

home —
You own the best —
Sterling lasts through

your marriage 1
Every day . . . it's al-
ways bright ; It grows

more lovely with every

use —
That ' s Solid Silver!
Costs so little . . .

lasts your life ;
And never goes out of

fashion —
That ' s Solid Silver!
Make your marriage a

Sterling marriage
Start out with Sterling

Silver !

"Too many commercials on the
radio today remind me of the Ver-
monter's reaction to a loud politi-
cian's election harangue," declares
Mr. Cardozo. "When a companion
asked 'What's he talking about?' he
answered 'He didn't say!'

"We are more interested in what
we say than in how loud we say
it." • • •

U. S. RADIO • February 1959

HOMETOWN U.S.A.

station log

Human Interest Stories
Reveal Radio's Penetration

1 he almost instanlaiit'oiis iinjjact of
radio on the local coniiminity is dra-
matically illustrated this month in
stories of tragedy and human in-
terest.

rhe news that four teenage boys
were killed in a head-on, high-speed
collision in Morristown, N. J., late
one night — an item that would be
given in news siunmaries — was
turned into a documentary for
safety by the WMIR news staff.
And repercussions from the broad-
cast are still coming in from all over
the state, the station rejjorts.

Parent's Viewpoint

The program was written from the
viewpoint of a parent who has spent
17 years doing his best to raise his
son only to have "a few violent mo-
ments" take the boy away. It was
broadcast three times during the
day following the accident in re-
sponse to "a flood of phone calls,"
and fed through intercom systems at
several Morris County high schools.

Plans are now under way, WMTR
states, to use the broadcast as a pilot
program in selected high schools
throughout the state "to learn its
effect on student attitudes about
driving." If successful, tapes will be
sent to all New Jersey high schools.

A happier climax to an unhappy
story was provided by KOKY Little
Rock and VV^LIR New York, two out-
iels progianmiing to Negro listeners.
A Little Ro( k woman who had been
separated from her two brothers in
New York for 17 years, and had
tried numerous means of finding
them, asked KOKY for help. KOKY
sent off a letter to WLIB.

On the morning the letter arrived
in New York, WLIB staffers made a
routine but unsuccessful check of
the brothers' last known addresses,
then jjhiced two 20-second announce-
ments on the air. At 11 a.m., after
the second announcement, the broth-
ers were in contact with the station,
which arranged a long-distance
phone call to their sister in Little
Rock.

Berlin, N. H., in searching for
commimity leaders to take over
sponsorship of its amateur hockey
team, the Maroons, found two — -
WKCB and WKCQ (FM) . The sis-
ter stations report that to their
knowledge this is the first time a
radio station has assumed active
management of a hockey team.

A quick-witted service station at-
tendant, a telephone, I2fiO kilocycles
and two sturdy lug nuts may have
saved the lives of a Des Plaines, 111.,

(<)ii|)l( . Mr- aticndaiH, ai a gas sta-
tion ill Kankakee, III., discovered
that he had replaced only two of
the five lug nuts on the right front
wheel of the couple's car. He re-
membered their comment that they
were going to Indiana, and placed a
long-distance call to VVFBM India-
napolis. The station notified the
state police and also aired warnings
to the couj)le. A relative of the two
heard VVFliM and contacted them
just before their return trip from
New Harmony, Ind.

RADIO ACTIVITY

• Vincent Michaels Inc., a radio
and tv advertising and promotion
firm, is offering to radio stations an
ad mat service. The ads — in a series
of 20 — are completely prepared,
leaving room for insertion of call
letters. More than 160 stations have
signed for the service since the be-
ginning of December, according to
Mike Bogen, president of Vincent
Michaels.

• WOW and WOW-TV Omaha,
Neb., will be combined in a new
and modern building, according to
their parent firm, Meredith Publish-
ing Co. Property for the new struc-
ture has been purchased and work
is scheduled to begin soon. • • •

Three 25th anniversaries are observed in these pictures. At
left, KSD St. Louis "premier disc jockey" Ed Wilson receives
a plaque from senior girl scout Susan Trampe honoring his
anniversary and for work on behalf of girl scouts. In
center, seven of the 12 original staff members of WAVE Louis-
ville still with the station celebrate WAVE's "Silver Jubilee."
They are (front row from left): Wilbur hHudson, chief

engineer; Charles C. Leonard, sec.-treas.; George W. Norton
Jr., president; Clifford Shaw, music clearance mgr.; (top
row from left) Nathan Lord, vice pres. and gen. mgr.;
George Patterson, tv program mgr., and Burt Blackwell,
chief tv director. At right. Jack Nedell, senior account
exec, is honored with a gift from Mrs. M. E. Megargee,
president of WGBI Scranton, for a quarter-century of service.

U. S. RADIO • February 1959

^ HOMETOWN U.S.A.

BPA memo

$20,000 at the End

Of KIMN 'Treasure Trail'

A luxury lionie or .f'^O.OOO cash
awaited ilic lucky listener at the end
of the KIMN Denver 'Treasure
Trail." It all started last june when
the station, through a series o£ pro-
motions and stunts, gave away a Ford
Fairlane haidtop, a conij)lete elec-
tric kitchen with all appliances, a
mink stole and other pri/es. The
final stage of the six-month promo-
tion leatmed a "DJ VVake-a- I hon."
The prize: A new home in sidimban
Broomfield Heights or the cash ecjui-
valcnt.

Listeners had to guess the total
number of days, hoius, minutes and
seconds that six KIMN disc jockeys
coidd i)roadcast continuously from
a bed located in the prize "Treasine
Trail" home. Entry blanks were
available at the liome and Del Teei
Furniture Co., and were printed in
the Rocky Mountain News. On one
day, KIMN reports, entries were re-
coided at the rate of 43 per minute.
Tire winner, a mechanical engineer-
ing student at the Ihiiversity of Colo-
rado who has been inanied six
months, chose the cash award. His
guess of 16 days, 20 hours, 30 min-
utes and 45 seconds was off ever so
slightly from the recorded time of
16 days, 20 hours, 31 minutes and
10 seconds.

Five runners-up have been given
holiday vacations in Las Vegas, in-
cluding $200 w'orth of accommoda-
tions plus $100 in cash each for
spending money.

Tom Dooley Tried

And Pardoned on Radio

A legend in folklore and music, Tom
Dooley has been tried by public
opinion through the medium of ra-
dio and lias been pardoned.

Reports from three stations —
WTIX New Orleans, KOMA Okla-
lioma City and CKNW New West-

minstei, li. C. — indicate that tluy
have given the benefits ol 20th cen-
tury justice to Tom Dooley.

W'l IX disc jockey Rid Boudreaux
spent thiee weeks pleading with his
listeners to send in letters and cards
to form a petition that woidd even-
tually free this character of song and
story. It wasn't until the day of the
execution, WTIX states, thai the
resjjoirse from the pid)lic made itself
known through the mail, telegrams
and even long distance telephone
calls. The station estimates that
about three times the required 5,000
names came in.

Escape

Unaware of his pardon, lorn
Dooley escaped from tire mythical
jail minutes before his planned hang-
ing. Again WTIX went to work
asking lister>ers to phone the station
iimnediately if they had any clues
as to Tom DcKiley's whereabouts. A
listener in El Pascj, 1 ex., finallv re-
ported that Tom was on his way
back to his native Tennessee "grate-
ful that he could again walk the
streets as a free man because of the
voice of tlie people."

KOMA disc jockey Lou Miller
made a similar public appeal for a
petition that would grant a reprieve
for the legendary character. The
response, KOMA states, was brought
to the attention of Oklahoma Gov-
ernor Raymond Gary, who issued an
official reprieve.

The fame of this Tennessee liero
also has spread to Canada. CKNW
New VV^estminster arranged a mock
trial in Vancouver. A prominent
lawyer, CKNW states, Avas retained
to defend Tom. Listeners sent in
their alibis for his defense along with
25 cents for the defense fund. The
money, which was to reimburse the
lawyer, was turned o\'er by him to
the station's orphan fund. A transis-
tor radio was awarded to the listener
submitting the best alibi.

Traveling Salesmen
At Home With Radio

I'Oi the salesman on the road, radio
can be his best friend. Two staticjns
— WIP* Philadelphia and WKY
Oklahoma City — have started new
services to befriend the man with the
traveling wares. WIP, through the
iintiation of disc jcxkey Jack Pyle,
has started a Tra\eling Salesmen of
America club. It came about when
Mr. Pyle (whose daily show is heard
from 1 1 a.m. to 3 p.m.) got a letter
from a traveling salesman asking
why Jack aimed his talk at women
only. The salesman offered evidence
of a male listenership as well. Sec-
onds after Mr. Pyle read the letter
on the air, WIP repcjrts, the switch-
board— and later the mail— pro-
duced response from other traveling
businessmen who said they, too, lis-
tened.

Mr. Pyle suggested that these men
send in five dollars for a get-
acquainted dinner. VV^ithin two days,
WIP declares, the capacity for the
dinner of 150 had been reached.
Ml. Pyle consec|uently incorporated
a traveling salesman's "corner" in
his daily shcjw at 2:45 p.m.

More than 300 companies (many
of them the blue chip variety) were
represented at the first meeting,
where membership cards were dis-
tributed and temporary officers
elected. The idea of the "Pyle-
drivers" is spreading, WIP states, to
other parts of the country.

In a public service vein, WKY li,i>
inaugurated a "Service for Salt -
men." It will permit Avives of tra\cl
ina: salesmen to reach their husbandN
with emergency messages which will
be broadcast every weekday at 8:lJ<i
a.m., 12:30 p.m., 5:30 p.m. and 9::in
p.m. WKY expects its new service \<>
be of comfort and aid to salesme n
who travel Oklahoma and parts 'li
Kansas and Texas. • • •

*Denotes stations who are members of

BPA (Broadcasters' Promotion Assiclation ) .

U. S. RADIO • Februan I'lVi

HOMETOWN, U. S. A.

radio

' CONSTRUCTION CO. '

Rand-Powell Construction Co., faced with lagging
sales, decided to test radio in an effort to sell
homes in its Roselle Manor sub-division in San
Diego, Calif. At a total cost of $180, Rand-
Powell purchased 40 announcements in a KGB package
plan which spread them evenly over one weekend.
No other medium was used. Despite three windy and
rainy days, five homes were sold in the three-day
period, which Hal Rand, the firm's president,
attributes directly to the announcements on KGB.

I WOMEN'S APPAREL I

Hy-Lo-Fashions, a women's apparel shop in Seattle,
ran a 12-day sale of coats and dresses, promoting
it exclusively on KJR. Hy-Lo contracted for five
announcements per day for the 12-day period.
At the end of the sale, says Sidney Meltzer,
Hy-Lo-president , "we sold 10 times the number of
items . . . than were sold in a comparable period
of time prior to the advertisement." Total cost of
the 60 announcements was $510.

I I
I REAL ESTATE FIRM I

R. A. Gall Co. used WDOK Cleveland in an attempt
to see if radio could sell Florida homesites to
Cleveland residents. Spending a total of $400 for
the one-week test. Gall was so pleased with sales
of his $5,000 to $10,000 homesites, according to
WDOK, that he allotted $300 weekly to continue the
campaign. The original one-week trial lasted for
almost eight months.

SPECIALTY SHOP

The Dream Shop, a ladies' specialty shop located
in Bridgeport, 0., had been a steady advertiser on
WHLL Wheeling, W. Va. , for several years when it
decided to test a saturation campaign. Instead
of its usual four to six "institutional type" spots
a week. Dream Shop purchased 10 spots a day for
three days in an attempt to move out remaining
merchandise from the previous season. According
to Ruth Thompson, owner of the shop, "We sold
practically to the bare walls." Of 75 girdles in
stock, she reports, all were sold.

MEANS MILWAUKEE

1290 on the dial

And, in MILWAUKEE
OUR OLD TIME MUSIC
formula produces
RATINGS and ADVERTISING
RESULTS at the lowest
cost per thousand!

home of
"FRITZ THE PLUMBER'

For top rated
Vi hours coll

Gill-Perna, Inc.

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U. S. RADIO

February 1959

to sel
the lAosfi
Hoos^ers)
be su|re \^

your pl'vO^uct
is cooking
in the (
hottest p

ISeO^^RADIO

WFBM

INDIANAPOLIS

• First all day . . . "most
listened to" and hottest of any
as indicated by recent audience
studies!*

Best news coverage . . . local,
plus world-wide through exclu-
sive Washington News Bureau.

Top personalities attracting
large, loyal audiences. Every rea-
son to place saturation spot cam-
paigns where you reach an even
greater cumulative audience.

Check WFBM first— where every
minute is a selling minute!

*C. E. Hooper, Inc.
(7 a.m.- 6 p.m.) June 19, 1958

Represented by the KATZ Agency

report from RAB

Rab Quickens Pace
Of Research Activity
For Coming Year

In a year that finds radio literally on
its way to the moon, thanks to scientific
advances in rocketry, Radio Advertising
Bureau is aiming in another direction
as well: At a "down to earth" program
of both specialized and general researcli
projects.

Two studies recently completed by
RAB — one of frozen food purchasers,
the other of gasoline station customers
— are a forerunner to new techniques in
"customer-oriented," adaptable research
which RAB plans to develop in 1959.
The findings, shedding new light on
the listening habits and buying patterns
of actual purchasers, are the result of
on-the-spot interviews with customers
who either are about to buy or have al-
ready made their purchase.

The first series of interviews, made
among 500 housewives who had just
bought frozen foods in the super market,
discredit a concept that for years has
plagued just about every advertising
agency with a food product. The con-
cept: That between 7:30 and 8 a.m. is
necessarily a must-buy period on radio
for food product marketers.

Actually, among those frozen food
buyers interviewed, the 7:30 to 8 a.m.
period ranks 15th among the 24 half-
hour segments between 6 a.m. and 6
p.m. The 3 to 3:30 p.m. period, in-
terestingly enough, is almost 20 times
as valuable for reaching these actual
purchasers of frozen food products.

RAB's second such project (on the
listening habits of buyers of automotive
products) resulted from interviews with
more than 9,000 gasoline station custom-
ers— all at the point of purchase.

Radio, this survey reveals, occupies
61 percent of the total time spent by
these customers with all media on the
day of purchase of gasoline station prod-
ucts. That's nearly double the time
spent with newspapers and magazines
combined.

Indicative of tlie broader research

projects ])lanned by RAB is its recent
12-page report on the listening habits
of the adult audience. This particular
study, a Pulse-conducted report on 27
major markets, makes these points:

• Television's major adult audience
strength lies in a concentrated peak
of nighttime viewing (67 percent
of all adult tv-viewing comes after
6 p.m.); radio delivers a consistently
strong adult audience throughout
the day.

• In an hour-by-hour breakdown,
radio's adult audience tops tv's for
two thirds of the broadcast day — its
average adult audience during this
period is nearly twice as high as tv's.

• Day or night, more than 85 out of
every 100 radio listeners are adults.
Among tv viewers, adults comprise
less than 52 percent in the morn-
ing; 59 percent in the afternoon,
and 76 percent in the peak evening
hours.

Expenditure Breakdown

RAB continues, of course, to publish
periodic expenditure breakdowns of var-
ious radio users. The latest compares
how advertisers use spot and network
radio by leading product categories for
the second and third cjuarters of 1958.

Drug advertisers ranked first in net-
work radio use, accounting for 19 per
cent of total time purchased. They were
followed by automotive at 17.2 percent,
food and grocery at 10.4 percent, and
tobacco at 9.6 percent.

Topping the spot list were food and
grocery advertisers at 22 percent, fol-
lowed by gasoline and lubricants at
14.9 percent and tobacco products at
12 percent. Drug advertisers placed sixth
in spot with 6.3 percent.

The studies described are only a few
of those done recently by R.\B. Ones
to be developed during 1959 will ser\'e
to give added momentum to the medium
RAB President Kevin Sweeney describes
as "barely off the launching pad." • • •

U. S. RADIO • February 1959

report from

Katz Guide to Spot
Rate Costs Shows 'Only
Slight' Change in '57-'58

The Katz Agency's guide to spot rale
costs for 1959, which is now in the hands
of agency timebuyers, reveals that na-
tional spot radio costs changed "only
slightly" in 1958 compared with 1957.

Costs for the top 150 markets were up
1.5 percent for "trafTic times," down 6.4
percent for nighttime, and about the
same as 1957 for other daytime hours.

The Spot Radio Budget Estimator,
based on the cost of one-minute an-
noimcements in 150 markets, "is de-
signed for figuring quick estimates of
spot radio budgets," according to the
representative firm. The guide does not,
however, take the place of individual
station rate cards for specific rates.

Costs are shown by markets, based on
the use of one station in each market.
"The markets are ranked," the firm ex-
plains, "in order of the largest daytime
weekly circulation in each based on NCS
#2 as furnished in a special tabulation
by the A.C. Nielsen Co.

"Since the rates tabulated for each
market are those of the station with the
largest daytime weekly circulation, they

tend to reflect, in most cases, the high-
est cost station."

The summary shows for each of the
150 markets the cost-per-announcement,
based on a weekday schedule, of 12 one-
minute annoimcements per week for
13 weeks in each of three time periods:

• Early Morning — Late Afternoon,
which refers to 7 a.m. to 9 a.m. and
4 p.m. to 6 p.m. Where the rates
for the two periods differed, they
were averaged.

• Daytime, which refers to the rate
in effect for the most hours be-
tween 9 a.m. and 4 p.m.

• Ex'ening, which refers to the rate
in effect for the most hours between
6 and 11 p.m.

In addition to the summary, Katz
supplies a formula (below) for esti-
mating the cost of schedules of 24 an-
nouncements per week, and for more
than 13 weeks.

The formula is derived from tabula-
tion of the rates of the top 50 market
stations. • • •

SPOT

RADIO ESTIMATING FORMULA

Based on One-Minufe A

nnouncemeni Rates

100% = One-Tlme

Daytime Rate

COST PER ANNOUNCEMENT

Early Morning —

Daytime

Late Afternoon

Evening

One-Time Rate

100%

111%

92%

12 anncts. per week

13 weeks

75%

88%

66%

26 weeks

39 weeks .

52 weeks

24 anncts. per week

13 weeks ._

64%

78%

56%

26 weeks

39 weeks

52 weeks

The rates used in this summary and formula are those published in the November 1958
SRDS Spot Radio Rates and Data.

TOir OAVID

"ON lh,„ III
« 45 ■ 9 30 or

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CKIW

ST B

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ST F

ST Gl

_ 7-9:30o.m. 1

7-9<30a.iii.
3:30-6p.m.

—

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CKIW

STB

ST C

ST DiST E

ST F ST G

3:30-6p.m.

Of oil Detroit radio stations CKLW is the only one to
show a significont gain in either of the above fiigli listen-
ing time segments shown. All others hove shown a loss
or barely hold their own, which is positive proof of Ihe
popularity these two disc artists enjoy in this dynamic
morket Certainly the most logical spot to piece any
clients messoge to gel RESULTS!

SO'OOO WATTS

rad io

GUARDIAN BLOC, DETROIT

J- E Compeau, Pm
Robert E. Eastman & Co.. Inc National Repteicnti

i . S. RADIO • February 1959

"Sunny" knows WSUN de-
livers more radio homes, at
the lowest cost per home of
any station in the heart of
Florida.*

WSUN is prooranied for
service . . . and for sales,
and has been making friends
in 1 lorida for 31 years.

National Rep:
VENARD, RINTOUL & McCONNELL

Southeastern Rep;
JAMES S. AYRES

•NCS 2

report from

How Saturation Radio
Can Mean Increased Sales
For Competitive Coffee Line

What is satination radio? How tan it
be used most ctfedively?

Joseph Sdieideler, executive vice pres-
ident of Bryan Houston Inc., answers
these cpiestions from an agency back-
ground of knowledge acquired in (on-
diuting Nescafe's series of saturation
campaigns during the past five years.
(See Nescafe Uses Radio to Ease "In-
stant" Market Pressures, October 1958.)

Mr. .Sdieideler, who discussed satura-
tion radio for \959 in a recent speech
before the Radio-Television Kxet utives
Society, gi\cs this definition of the sub-
ject:

"Saturation radio schedules are meas-
ured by the number of stations per
market that are recjuircd, with adetjuate
frecjuency, to penetrate the total radio
audience over a short period of time.
1 he radio weight depends on the prod-
uct type, frecjuency of use or of pur-
chase, and competitive advertising and
marketing factors."

Five years ago, he explains, saturation
radio could mean 20 announcements
weekly on one station. 1 oday, it is
likely to require 100 or more announce-
ments weekly, perhaps for shorter runs
but over markedly increased numbers
of stations.

Giving Nescafe as an example of a
product whose sales have been materi-
ally boosted by the development of
saturation radio techniques, Mr. Schei-
deler says the company's initial use of
100 announcements weekly on Wl-W
Cincinnati in 1954 "reversed a declining
sales cur\'e in what was then a trouble
market." The campaign recjuired be-
tween SS.OOO and .S4,000 a week for sev-
eral motiths in radio; all other achertis-
ing efforts remained constant.

Now in its sixth year of utilizing satu-
ration radio for its client. Bryan Hous-
ton is paying heed to four specific ques-
tions which confronted media research
and copy people in planning 1959 radio
buys. The questions, and the agency's
answers, include:

Q. ]Vhen does saturation radio reach
a point of diminishing rclinns and at

the same time decrease its built-in effi-
ciency?

A. A l)rohahilily curve developed b\
the agency in cooperation with the
John Blair Co. indicates that the audi-
ence growth cur\e begins to level off at
120 announcements per week, but may
continue to pick up appreciably
through 180 per week. Saturation also
becomes economically impractical at a
point between 120 and 180, according
to the agenc\'s findings. Optimum fre-
cpiency can van' from station to station
and from one season to the next, Mr.
Sdieideler further explains.

Q. //o((' long does the audience re-
member radio announcements after a
saturation camf)aign lias gone off the
air?

.\. 1 he agency tried a pattern of buy-
ing— two weeks on and two weeks off —
and found that listeners thought the
campaign was continuous. Nescafe's
curve continued upward throughout the
interrupted schedule.

Q. Does use of saturation radio trim
down the life span of a commercial, and
when does audience boredom or irrita-
tion set in?

A. "We think a go(jd commercial
probably keeps gaining by repetition
and increasing the penetration of indi-
vidual copy j)oints," says Mr. Scheideler.
There are ways of keeping ccjmmercials
fresh by playing variations on a basic
theme, he adds, using music, interesting
voices and othei techniques.

Q. How can you keep the frequency
up and the client's budget down?

A. Going into a market with short
and spaced flurries of saturation sched-
ules rather than 13- or 26-week cam-
paigns is one way, according to Bryan
Houston. Saturation radio should be
budgeted within an over-all product
budget, the same as money is reserved
for any media campaign, the agency
believes. • • •

U. S. RADIO • February 1059

report from
networks

► ABC:

ABC Radio tlostd out l<)r)8 with a 23
percent gain in sponsoml time over
1957, according to Edward J. DeGray.
vice president in diarge. and "will Ixgiii
1959 with the brightest prospetts in the
past five years.

"New advertisers signed in recent
weeks and many renewals lead me to
believe that ABC Radio will follow the
general upward trend." says Mr. De-
Gray. In his report for 1958. he lists
three items as ABC's strong points go-
ing into 1959:

• News, "our greatest forte in recent
months, will achieve greater impor-
tance."

• Stereophonic broadcasting,
"launched this past fall by .\BC, offers
new horizons for radio networks."

• .Strong affiliate line-up, "brought
about by the realization of stations that
one way to achieve balanced program-
ming is through network affiliation."

The Parker Pen Co., in "one of the
largest purchases of time for Don Mc-
Neill's Breakfast Club in the past two
years." has signed to sjjonsor two seg-
ments daily, Monday through Friday,
starting March 16, ABC has announced.

In addition, 10 other advertisers pur-
chased segments of Breakfast Club as
January recorded '"the largest number of
sales in recent network history." Mr.
DcGray says.

KOME Tulsa has joined ABC as an
affiliate.

► NBC:

In a compilation of new and renewed
business since Noveniber 1, 1958, NBC
has announced that more than $7,240,-
000 in net rexenue has been signed.
This includes S4 million in net revenue
from mid-December to mid- January.

NBC breaks down its 52-week orders
in the following way: Brown William-
son Tobacco Corp., ,S 1.050,000: Lewis-
Howe Co., $1,050,000: Bristol-Myers Co.,
$404,600; Sun Oil Co., S4 18.652: North
American Van Lines Inc., S125,0OO:
American Motors Corp.. 5577,000; R. J.
Reynolds Tobacco Co.. $352,627; AUis-
Chalmers Manufacturing Co., $295,776,
and Waverly Fabrics. $141,830. A 39-
week order placed by Ex-Lax Inc.
amounted to $508,000.

Matthew J. Culligan, executive vice
president in charge of NBC Radio,
credits what he calls "NBC's well-estab-

liNlicd piogranniiing patterns" duiiii);
the (lay, evtiiing and weekends l<»i
.iltracting "the giants ol industry and
small companies with limited budgets,"
NBC; now claims to have "nearly half
of all network radio sponsored hours."

NBC: has added two more outlets.
They are WKNE Keene, N. H., and
WDSM Su|)erior. Wise.

► CBS:

In 45 days following annouiuement
of its Program Clonsolidation Plan. CBS
(ontiacted for 81.736.000 in new and
renewed business, according to John
Karol, vice president in diaige of CBS
Radio network sales.

Mr. Karol declares that "a large group
of leading advertisers reaffirmed, in a
most realistic manner through these
buys, their faith in network radio" and
in CBS since PC:P. (See How CBS Sta-
tions are Adjusting to PCP, p. 49.)

Among the advertisers are Lever
Brothers Co., Sterling Drug Inc., Cali-
fornia Packing Corp., Ex-Lax Inc.,
Mutual of Omaha. Bristol-Myers Co.,
Lewis-Howe Co., Stewart-Warner Corp.,
General Electric, Fram Corp., Standard
Packaging Corp. and Q-Tips Sales Corp.

► MBS:

Mutual has initiated a regional news
feeding service to its 453 affiliated sta-
tions designed to make their own locally
originated and locally sponsored news
programs more comprehensive. MBS
News Vice Presitlent Robert E. Hur-
leigh has announced.

Eight regional news desks set up in
New York and Washington, D. C, are
feeding news to MBS outlets twice daily
via closed-circuits. "All of the material."
Mr, Hurleigh reports, "is completely
devoid of network identification. This
is so that the station can ainiounce that
the material was specially obtained for
it as a station service to its area."

On the business side. Executive Vice
President Blair Walliser has announced
that Tangee beauty products has joined
The Bon Ami Co. as co-sponsor of The
Walter Winchell Shoiv. Tangee is a
brand name of the George E. Luft Co.,
New York. Two new advertisers signed
recently are Standard Brands Inc. for
Instant Chase & Sanborn Coffee and
Popular Science.

New Mutual affiliates are \VJQS Jack-
son. Miss., and WEW St, Louis. • • •

WKYW STARTS CCA .2

III .1 1(11(1 li> Ml. H<>\i\ I .itsloi, Mid

West S:ilcs Manaj^ci nl ( oii iiiily ( liili

S(i\i((s. Inc., Ml. I. Kiinciie S,iri(lf<iirl
ol K.idio Station
Uk^W. Louisville,
KeiiliKkv, slated:
"We have liiially
(<>in|dctc(i our tabu-
lalloiis of our last
( ioiiiiminity C^liib
Awards Cainpuigii.
I lie grand total
hoiuis value, as in-
dicated on our
weekly tally sheets,
was $23,337,.")48.
I he actual dollar
value of proofs-of-
piirchase from spon-
sors tabulated from
sheets totalled $1 ,''>77,3')7.
W'e are plaiuiing the kick-oH party U>\
our new Champaign on |aiuiary 15th and
are sure that we shall have as much
success as we did with the first one. In
fact, all indications point to an even
bigger (lampaign than our first."

COMMUNITY CLUB
AWARDS

PENTHOUSE
SUITE
527 Madison Ave.
New York 22. N. Y.
Phone: PLaia 3-2842

P. Eugene SandforcJ
our weeklv tally

NAB

ASSOCIATE MEMBER

WDBJ RADIO NEWS STAFF
NOW IN ITS 13th YEAR!

FORREST M. LANDON
Radio News Director

HARRY KEVIAN
News Editor

ART GLOVER
Newi Editor

Authoritative news every tiour of ttie day
an<J night, broo<Jcast by full-time pro-
fessional newsmen, is another reason why
WDBJ is preferred by its loyal oudience.

WDBJ'S New
Special Events
Mobile Studio

For availabilities f
Call Peters, Griffin, Woodward, Inc.

CBS RADIO
Roanoke, Virginia

AM • 960 Kc. • 5000 watts
FM • 94.9 Mc. • 14,000 watts

F- PETERS, GRIFFIN, WOODWARD, INC.
National Repreientativts

U. S. RADIO • February 1959

report on

WeeReBel

STATIONS a steady

listening habit ... at home . . .
on the go

WRBL 3Q
WRBL-FM

Years

THE QUALITY TONE OF
THE

TWIN STATIONS

DELIVERS
MAXIMUM AUDIENCE
in the

COLUMBUS, GA.
MARKET

WRBL

1420 - 93.3

COLUMBUS, GA.

NATIONAL REPRESENTATIVES

Geo. P. Hollingbery Co.

NEW YORK - CHICAGO - ATLANTA
DETROIT - SEATTLE
LOS ANGELES - SAN FRANCISCO

Research and Sales Efforts

Bring Results for Fm,

Says Concert Network's Wynn

"Go out and preach the gospel of fm,"
Lawrence \V. Wynn, general manager of
Concert Network Inc., New York,
urges fm salesmen, "and you are l)ound
to get results.

"Our biggest breakthrougli," says Mr.
Wynn, "was the recently announced
purchase by P. Rallantine 8: Sons of a
saturation spot schedule for its ale over
our four stations — WNCN New York,
WBCN Boston, WHCN Hartford and
\\'XC;N Providence." The contract calls
for forty 20-second announcements per
week over each station. William Esty
Co. is the agency.

"We have been working on this and
other accounts for more than seven
months," he reveals, "visiting research
directors at one advertising agency after
the other, and this is a big indication to
us that fm is now ready to serve nation-
al and regional advertisers. We hojrj
the Ballantine contract will be a spur
to the rest of the industry to continue
the effort to get national business."

Mr. Wynn agrees with most otlier Im
operators when he admits that the lack
of suitable audience measurement fig-
ures— both qaulitative and quantitative
— is holding up the progress of fm as
an ad medium.

"In our effort to prove that there is
a large and extremely interested seg-
ment of the population listening to fm,"
he reports, "we scheduled a periodic
spot over WNCN asking listeners to
write in their opinion of the station's
programming.

"The announcements ran for just
one week, and we received well over
5,000 pieces of mail. What surprised
us is that they came from so many
places; to be exact, an 80-mile radius
around New York City, including towns
and cities in New Jersey, Connecticut
and Pennsylvania."

Mr. Wynn declares that not only ditl
the amount of mail surprise him, but
the type of letters he received. "People
wrote long letters about their loyalty to
fm. When I go to agencies now, I take

along satchels with the -j.OOO letters and
cards in them and let the agency people
reach in and choose at random."

Fm operators must continue with
their "education and missionary job,"
says Mr. Wynn, whose firm indicates
its own faith in the medium with the
disclosure that Concert Network "fuUv
expects to add stations in Philadelphia,
Baltimore and Washington before the
year is out."

Stereo Growth

Rejjoits <A a(l(liii(jnai giowtii of
stereo|)hoiii( broadcasting continue to
come in. KP.'\M and KPFM Portland.
Ore., for example, have added an liour
of stereo on Saturday afternoons for
"family listening." The outlets now pro-
gram 12 hours a week stereophonically.

Jfizz, Voices and Strings, the first
stereophonic program of WRCA-.\M-
FM New York, is utilizing specially pre-
pared sound effects and pre-recorded
songs by host Bob Haymes to heighten
the stereo effect. The station also re-
ports it has suggested that sponsors
record commercial transcriptions in
stereophonic sound.

Also in New York, Zenith Radio
Corp. has begun sponsorship of daytime
stereophonic broadcasts to enable its
more than 1,200 dealers in that area to
demonstrate the sound reception in
their stores. Sponsorship of WQXR-
.AM-FM's Midday Symphony on Wed-
nesdays and Saturdays at 1:05 to 2 p.m.
is heard at a peak traffic time for radio
retailers and for Zenith's own Fifth
.\venue display salon, the station savs.

Fm Factory Production

Fm factcjry production for November
totaled 68,161 sets, according to Elec-
tronics Industries .Association — up 8.575
over September. Total reported set pro-
duction for 1958 to that date stands at
303,808. • • •

TI. S. RADIO • February 1959

report from _
Canada

MacKay Credits Selling and
Setyices of Representatiyes
For 15 Percent Spot Increase

"In the final analysis, there is no sub-
stitute for selling," says J. Stuart Mac-
Kay, newly appointed vice president
and managing director of All-Canada
Radio & Television Ltd. "The numer-
ous services that Canadian representa-
tive firms perform are all keyed to sell-
ing."

While dollar figures for Canadian
spot radio are not generally available,
Mr. MacKay estimates that the total
finished approximately 15 percent ahead
of last year, and predicts that the me-
dium's sales figures will be another 10
to 15 percent higher when the 1959
figures are in. "So far," he says, "there
is nothing on the immediate horizon
that would contradict this thinking."

Mr. MacKay, who had been general
manager of All-Canada for the past
five years, reports that representatives
north of the border are "constantly
striving to develop new and better ways
of selling and servicing — all of which
add to the improving spot radio picture
in Canada" (see Accent on Spot, p. 23).

The increase is due in large measure,
he suggests, to the constant efforts of
representative firms to promote the spot
radio medium. To illustrate, he notes
the sen ices of All-Canada to advertisers,
agencies and stations.

"Apart from the work of our major
department — time sales — there are sev-
eral other important services we per-
form. Our Broadcast Services Division,
which came into being about two years
ago, provides research and a creative
approach to day-to-day selling on behalf
of not only our salesmen, but also adver-
tising agencies and their clients.

"Recently," he continues, "the broad-
cast division has taken on a new duty,
that of supervising many of our stations
regarding their publication ad\'ertising,
designing of brochures and even letter-
heads.

"VVc find also that most of our sta-
tions have long been aware of the im-
portance of marketing, and this division
is now showing them how to get best
results with this vital activity."

Conf ident-ial Tapes

.Mr. Mat Kay also reports a phase of
All-Canada's activity which he believes
to be unique. This is the "confidential
taping" of comment from agencies and
clients in connection with the problems
that representatives and stations are
facing. Such questions as "How far
should a station go in promotion and
merchandising?" and "What is the out-
look of broadcast advertising in 1959?"
are discussed.

"Because participants realize that the
tapes will not be broadcast on the air,"
says Mr. MacKay, "some straight talk
and off-the-cuff opinion has been re-
corded, proving to be of great value
and interest not only to our firm but to
each station we represent.

"Once the master tape has been cut,
we duplicate tapes — one for each of our
stations. They are used at regular sales
and management meetings. The response
has been terrific," he declares, "and
most of the questions are now being
submitted by the stations themselves."

Another ser\'ice of All-Canada is a
regular weekly report that gives stations
a first-hand check of Canadian time
buys, whether the stations are on the
agencies' lists or not.

"Representation, like broadcasting,
covers a multitude of levels of activity,"
Mr. MacKay states, "and in today's
specializetl advertising and marketing
set-u|) the agency is not the only area
in which advertising is sold. Successful
selling begins in the client's office and
covers every link in the chain of media
buying from top executives to field
representatives." • • •

U.S.MiAMUO

Looks
forward
to seeing
you at the

NAB

CONVENTION

CHICAGO

MARCH 15-18

We'll be there, of course . . .
Come on up to the room, our
staff sure would like to meet
all of you. And if you can't
make the convention, re-
member — RADIO will haye
top coverage, fie sure to see
our Conyention Issue . . . it'll
he loaded with full conyen-
tion data about RADIO . . .
in addition to all our regular
features.*

*Closing date for Convention Issue adver-
tising space is Feb. 20.

U. S. RADIO • February 1959

KFAL RADIO

FULTON, MISSOURI

Prime radio service to
four principal cities
of Central Missouri.

• COLUMBIA

• JEFFERSON CITY

• MEXICO

• FULTON

No "Simple Formula" Music 8C News
format here at KFAL RADIO . . .
As always — KFAI, offers a diversity of
excellent, well-chosen, and carefully
produced programs keyed to the desires
of Central Missourians in entertainment,
information and public affairs. No
one type of programming overbalances
other choices, and the result is a
sparkling variety which encourages
many listeners to volunteer a
"Well Done" . . Give us more of
the same"

This tnakes the best of company for
your advertising schedules in a market
exposure of over 225 thousand Radio
Homes (KFAL Half Millivolt
Coverage) .

Represenfed by John E. Pearson Co.

KFAL RADIO Tel: 1400
Fulton, Missouri
900 Kilocycles 1000 Watts

radio
research

My Mommy Listens
to KFWB

Your clients' sales messages are de-
livered to more mommies, more daddies,
more everybodies . . . when you buy
KFWB . . . first in Los Angeles.
Check Pulse and Hooper-(November-
December 1958).

6419 Hollywood Blvd , Hollywood 28 / HO 3 5151

MBEIIT M. PURCELL. President and Gen. Manager
MIITON H. KLEIN, Sales Manager
Represented nationally by lOHK BUI> t CO.

Pitfalls Seen in
Measuring Audience
By 'Head Count' Alone

Dependence on only one type of audi-
ence measurement is a major factor in
the decline in number of newspapers
alive today. This is the belief of Dr.
Sydney Roslow, director of The Pulse
Inc., who warns that the same type of
"head counting" would be "the surest
way lor broadcasting to commit sui-
cide."

Dr. Roslow, in a talk before the Ad-
Ncriisiiig (ilub at Washington, D.C., has
taken to task those persons in the indus-
try pressing for a single set of broad-
cast measurement figures. He charges
tiiat "head counting kills competition
because it ignores all other facts about
the qunlity of the audience.

".\ii(l just one industry-supported
method ot research," he adds, "invari-
ably becomes nothing but head count-
ing."

Granting that population shifts and
rising costs have hurt many newspapers,
Dr. Roslow declares that the "one great
diHerence" in factors causing the growth
ol broadcasting and the decline of news-
papers "is the differing approach to re-
search of the two media."

National income, he points out, is up
about 50 percent from 1950 to 1957,
with population rising 13 percent. In
this same period, he says, daily news-
papers are down one percent in number
and am-tv stations are up 60 percent.

The significant factor, in his opinion,
is that "the number of stations has in-
creased and the competition for the
same advertising dollar — on the local as
well as on the national level — -has also
increased."

In newspaper measurement. Dr. Ros-
low says, "you are either first or a poor
second and in trouble. In radio and
tv, even the last station in a market has
an audience and does a job for its ad-
vertisers.

'Every station can find time periods
when it is first with some segment of the
audience and can show that its audience
is a valuable buy to some achertisers.

"This ability to use research for more
than just head counting has helped

make radio and tv the valuable adver-
tising media they are to the new as well
as the established product and to the
local as well as the national adver-
tiser."

If radio and tv time were sold on the
basis of numbers alone, Dr. Roslow says,
the smaller stations "would soon be out
of business." Should broadcasting re-
turn to the days of one industry-sup-
ported research organization, such as
the Cooperative Analysis of Broadcast-
ing of the early 1930's, he declares, "then
I am afraid it will begin to repeat the
newspaper history."

Out-of-Home High

Pulse has come out with figures show-
ing that out-of-home listening hit a new
high during the summer of 1958 in terms
ol Ijoih "the level of listening and the
importance of this segment of the audi-
ence in the over-all broadcast picture."

Pulse figures indicate that during the
past sununer out-of-home listening
added 28.3 percent to the in-home audi-
ence compared with 25.7 percent a year
ago (which represented a new high at
that time). The importance of this seg-
ment in the over-all radio picture is
further underlined by a comparison
with the summer of 1951 when out-of-
home listening added only 17.3 percent
to the in-home totals, according to
Pulse.

Between 6 a.m. and midnight in the
27 major markets measured, an average
of 4.9 percent of all radio families per
quarter hour reported listening in auto-
mobiles, at work or in other away-from-
home places compared with 4.5 percent
a year ago.

"If these results are projected na-
tionally," Dr. Roslow points out, "the
out-of-home audience during the past
summer added an average of 2,384,800
families to the listening audience dur-
ing the average quarter hour of the
day." The 27 markets surveyed by Pulse
contain 18,674.500 radio families — 38.4
percent of the U.S. total. • • •

U. S. RADIO • February 1959

names and faces

Noting the Changes Among

The People of the Industry

AGENCIES

JOHN I'EAdI-.. I li.iii mail ol llic operations ( oiiiiiiittc't; at
William Esty Co., New York, dec ted first vice presidiiit.
E. A. CUJMPERl, formerly witli Coloate-i'almolive Co., has
joined (Jeyer, Morey, Madden & Ballard Inc., as vice president
and chainiian of the marketing plans committee, New York.
Also ARTHUR L. 1 ERRY, director of the media department
at Kudner .\j>ency Inc., Detroit, named to a similar post at
C;MMR:B in that city.

I'HOMAS C. DILLON, maiii-ger of BBDO's Los Angeles
office, named treasurer, head of marketing-researdi-media and
a member of the agency's executive committee. Also, CLAY-
TON HUFF, assistant treasurer of BBDO, elected a vice
president.

STATIONS

HUGH M. O'NEILL, president of Anchor Motor Freight Inc.
and Searles Lake Chemical Co., elected chairman of the board
of Cleveland Broadcasting Inc., owners of WERE.
WILLIAM B. CASKEY, executive vice president of WPEN-
AM-FM, elected to the board of directors of Sun Ray Drug Co.,
parent company of WPEN.

WILLIAM B. QUARTON elected executive vice president
and a member of the board of directors of American Broad-
casting Stations Inc.

WILLIAM H. GRUMBLES, former manager of WHBQ-AM-
TV Memphis, named vice president of RKO Teleradio Pic-
tures Inc. to handle special assignments for its owned and
operated stations.

EDD ROUTT promoted from manger to vice president and
general manager of KNOE Monroe, La.

LLOYD B. TAFT, former executive vice president of the
Cincinnati Times-Star, named general manager of WBRC
Birmingham, Ala.

WILLIAM L. JONES Jr. promoted from general sales man-
ager to general manager of KWK St. Louis.
WILLIAM E. McCLENAH,\N, former general sales manager
of WKOW-.AM-TV Madison, W ise, appointed executive vice
president and general manager of WQUB Galesburg, 111.
MORT SILVERMAN, previously general manager of WJMR-
AM-TV New Orleans, named general manager of WJBO and
WBRL-FM Baton Rouge, La.

R,\LPH RADE TSKY promoted from assistant general man-
ager to station manager of KOA-AM-TV Denver.
RICH.\RD W. EVANS promoted from commercial manager
to station manager of KCMO Kansas City, Mo.
CALVIN W. ADAMS, formerly commercial manager at KELP
El Paso, Tex., appointed manager of KWYK Farmington,
N. M.

CLIFTON KIRK appointed manager of KFSD-FM San Diego.

Jones Smith Peace Taft

CAR\ FL NELSON, managii ol iIk I'oiiland, Ore., niUa: of
(lonipton Advertising Inc., elettcd a vi(e president.
DANM 1 }. DUFFIN proiTtoled from public il lations diicctor
at E\VR,*<.R. Philadelphia, to vice president in chaige ol dient
public relations for the agency's eastern division.
FLSWOR m L. TIMBI RM \N. New York a(count executive,
and ANDREW J. SHEPARD, Detroit account executive,
named vice presidents of Kenyon & Eckhardt Inc. .Also,
LAWRENCE C. PUCHTA, former senior account exe<iiiivc
at Mcdann-Erickson, named to a like position at KH.-E.
GEORGE BARRETT, fonnerly with Calkins k Holden Inc.,
appointed ])rodu(tioii manager lor Noriii.in, Craig Xc Kiunmel
Inc., New \(nk.

REPRESENTATIVES

EDWARD E. VOYNOW, fornier exetutive vice president,
named jiresident of Edward Petry Co. succeeding EDW.XRD
PE rR\ , named board chairman. Also, ERNE.S I LEE
JAHNCKE Jr. named vice president and assistant to the board
chairman and Miss BETl Y DO\ LE secretary-treasurer.
ROBERT W. JENSEN, formerly account executive with
WGST Atlanta, named manager of the southern sales division
of Forjoe S: Co., with headquarters in .Atlanta.
J.AMES A. BROWN Jr.. former assistant media director at
Grant .Advertising Inc., Detroit, appointed manager of the
Detroit office of Venard, Rintoul &: McConnell Inc.
JOHN T. BRAY, formerly a tiniebuyer with Cunningham !v:
Walsh Inc., New York, named to the New- Y'ork sales staff of
Robert E. Eastman &: Co. Also. AL CARRELL, formerly vice
president and ac count executive at Sanders .Advertising -Agency,
Dallas, named to supervise the newly opened Dallas office.
J.AMES P. SMITH promoted from radio salesman to assistant
to the executive vice president of Adam Young Inc.
BOB LEFRO. formerly local sales manager of WT.AP-TV
Parkersburg, W. Va., has joined Rambeau. Vance. Hopple
Inc.. New ^'ork. as an account executive.

NETWORKS

ALBERl L. C.APST.AFF, director of Monitor and special pro-
grams for NBC Radio. a])])ointed director of NBC Radio
network programs.

JAMES A. ST.ABILE. directoi of talent and program con-
tract administration for NBC. ]jromoted and given full re-
sponsibilitv for the opeiation ol this de)jariment.

INDUSTRY-WIDE

M.\RC;ARET K. M.xcCOLL. formerly with N. W. Ayer &: Son,
New York, and FR.AN RILEY, formerly with Ted Bates & Co.,
New Y'ork, and previously manager of information for N.AB,
have formed MacColl-Riley .Associates, a New York public
relations firm.

Caskey Brown Bray Gumperf

U. S. RADIO • February 1959

EDITORIAL

• • • setting sigtits on

THE SPOT CHALLENGE

Discoumiiig an earlier report on the outcome
of spot radio for 1958, Lawrence Webb, manag-
ing director of Station Representatives Associa-
tion, estimates that 1958 gross spot sales will
reach $178 million. This is an increase of about
five percent over $169,511,000 in 1957 (see Ac-
cent on Spot, p. 2.S) .

While noting these advances, .Mr. Webb adds
a word of caution: "While we feel sure that
the final figures for (1958) will run slightly
ahead of 1957, when national spot set an all-time
high, the sales curve took a turn downward
during the last six months of 1958, and left us
out in left field with our predictions of another
tremenclous increase in spot radio sales."

WHAT WILL BE DONE

The situation in the spot radio field, as out-
lined by Mr. W^ebb, has been interpreted by
representatives as a challenge. They have set
their sights on a "big" year in 1959 and are ready
to spend time, effort and money to prove their
point that spot is one of the most efficient and
effective advertising vehicles.

As outlined to us by many leading representa-
tive firms, there are chiefly six areas of activity
that will receive a great deal of attention in
1959 by spot salesmen:

Developing a spot radio image; marketing
and sales development; station program counsel-
ing; research (especially qualitative); advertising
and promotion, and rate cards.

These activities are not listed in order of
importance. On the contrary, Mr. Webb and

many representatives feel that the rate card
"dileimna" is a major hole in the spot dike.

These representatives urge the adojuion of a
single-rate structure by stations interested in
attracting national spot business.

"It is a known fact," states Mr. Webb, "that
quite a number of national spot advertisers do
not buy spot radio advertising at the national
level because they have learned that there are
a number of doors open for them at the local
level that enable them to buy radio time at
so-called 'local rates.' "

The over-all blueprints planned by spot forces
for 1959 are wisely conceived. If they are trans-
lated into action, spot will come home a winner
in the coming months.

STREAMLINED CONVENTION

Next month, a large segment of the radio
business will attend the new streamlined Na-
tional Association of Broadcasters' convention
(March 15 through 18). It is streamlined be-
cause it has been cut down by a full day and
because business sessions will be limited to own-
ers and managers (see How '59 Convention Will
Differ, p. 38) .

Some quarters of the industry hail this move
because it will make the annual gathering shorter
(but supposedly with just as much to do) and
more businesslike. Others feel that the new-
version wdll strip the meeting of "color and
excitement" which are necessary ingredients of
any annual convention.

The final test of the pudding is in the tasting.
It will be best to reserve judgment until March 19.

U. S. RADIO • February 1959

. . . in St. Louis witli

WIL

BUY Radio when you buy media
BUY Balaban when you buy radio
BUY WIL when you buy St. Louis
and you BUY the people who BUY

Audience up 900% in Hooper, 730% in Pulse. Billing up
400%. All over the first 70 montlts of Balaban Operations!

WIL

St. Louis

KBOX

Dallas

WRIT

M i t wau kee

THE BALABAN STATIONS

in tempo with the times

JOHN F. BOX, JR., Managing Director
Sold Nationally by Robert E. Eastman

Tfiafs the capsule case history of W JBK Radio's Tom Clay
and his recent watch offer test on his "Jack the Bellboy
Show." Tom offered his nighttime audience five watches to
the first five listeners who correctly timed down to the exact
second the new recording of "How Time Flies." This offer was
made only once, and from that one announcement came
2,170 replies! This test is proof that Detroit is listening—
and responding— to WJBK Radio and that it is solid number
ONE across the board at night. It is also another illustra-
tion that Storer Radio sells with the impact of integrity.
Represented by the KATZ AGENCY, INC.

€imovLS on the local scene

WJBK

Detroit

WJW

Clevela nd

WSPO

Toledo

WI8G

Philadelphia

WAGA WWVA WGBS

Atlanta Wheeling Miami

»r buyers and sellers of radio advertising

US.

WHO

VOL. 3 NO. 3
MARCH

1959

35 CENTS

TO BUY

y Timebuyers
uying Practices

page 23

FRUIT CO.

Banana Tabs
Ion for Radio

page li

OLUTIOI

Taking Place
viding Data

page 3i

PUSH

tionai Effort
Up Steam

pag

Ition History

lings to Do

KLIF

tells the amazing Dallas story:
The big change in Dallas rat-
ings is that KLIF is higher than
ever. December-January Hoop-
erating shows 50,000 watt KLIF
with an all-day share of 50.2%*
— more listeners than all other
Dallas radio stations combined!
KLIF is the top Hooperated sta-
tion in all of America's top 25
markets; it also utterly domi-
nates every survey — Pulse,
Hooper, and Trendex.

'Monday through Saturday, 7 A.M. to
6 P.M.

50kw D— Ikw N
Texas Triangle Office
2104 Jackson, Dallas, Texas

Under McLendon ownership:

KILT

Houston

KTSA

San Antcnio

KEEL

Shreveport

All five represented by JOHN BLAIR & CO

WAKY

Louisville

RCA 5KW FM TRANSMIHER

TYPE BTF-5B

DESIGNED FOR MULTIPLEXING AND REMOTE CONTROL

THIS NEW FM TRANSMHTER i-s designed for
both conventional and multiplex operation.
Outstanding performance features such as, a
direct FM system, built-in remote control pro-
visions, screen voltage p)ower output control,
and many others, make the BTF-5B today's
best FM transmitter buy.

ADEQUATE COVERAGE —Its 500()-watt power
output provides adequate coverage of a multi-
plex channel and improved coverage for conven-
tional operation. The high power level permits
the use of low-gain antennas to achieve a
high ERP.

UNIQUE EXCITER —New FM Exciter, Type
BTE-lOB, uses "Direct FM" modulator cir-
cuits, thus fewer tubes are required. Automatic
frequency control system with frequency
detector prevents off frequency operation.

MULTIPLEX ACCESSORIES —Subcarrier gener-
ators for multiplex operation are available as
optional equipment. There is room in.side the
new tran.smitter for mounting one of these
generators. Exciter and subcarrier generators
are also available as separate items for use with
e.xisting FM transmitters.

BROADBAND ANTENNA —New antenna
designed to meet low VSWR requirements of
multiplex system is available, along with a
complete line of FM accessories.

For all your FM needs call your nearest
RCA Broadcast Representative.

IN CANADA:
RCA VICTOR Company Limited, Montreal

OUTSTANDING FEATURES OF THE BTF-5B

• Designed for Remote Control

• Direct FM System

• Designed for Multiplexing

• Fewer Tubes and Tuned Circuits

• Built-in Oscilloscope for Easy Tuning

• Choice of Colors

• Matching Rack Available for Accessories
and Additional Subcarrier Generator

RADIO CORPORATION of AMERICA

Tmk(s) (

BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, NEW JERSEY

Proof of Acceptance

KOW n WCCO RADIO
HAS MORE n LISTEN
ERS n THAN ALL
OTHER MINNEAPOLIS-
ST PAUL ^ STATIONS
n COMBINED!

*Nothmg sells like aecepta nce . . .

WCCO Radi

I o

MINNEAPOLIS

ST. PAUL

The Northwest's Only 50,000 -Watt 1-A Clear Channel Station
Represented by CBS Radio Spot Sales

Source: Nielsen Station Index, Nov. -Dec, 1958

U. S. RADIO • March 1959

When it comes to passing the word on sports,
Joe Bolond, WSBT Sports Director, is a real ex-
pert. He brought the excitement of the Colt-Giant
"Sudden-Death" game to NBC radio listeners.
He's the "voice" of the Chicago Cardinals.
You've heard him announce bowl games on
CBS-TV, and Notre Dame games on ABC radio.
He was named " Sportscaster of the Year" for
1957 by the famous Rockne Club.

As a national sports authority, Joe has natural
appeal to his local audience. His popular live
show "Boland with Sports ' has been heard daily
on WSBT, 6:00-6:15 p.m., since 1944. He
covers the inside of the national sports world;
delves into local sporting events, interviews well
known sports personalities and comments on con-
troversial sports topics.

Joe's program is typical of WSBT broadcast-
ing. Featuring popular local personalities and top
CBS shows, WSBT dominates radio in South
Bend — dominates every 1 5-minute segment of
every broadcast day!

For details about WSBT, its $3,317,941,000
E.B.I, market area and availabilities on "Boland
with Sports ' see your Raymer man or write this
station.

5000 WATTS
960 KC

WSBT

SOUTH BEND, INDIANA

ffV FIRST IN SOUND ADVERTISING

PAUL H. RAYMER CO^APANY

NATIONAL REPRESENTATIVE

L. S. RADIO • March 1959

airwaves

Radio's Barometer

$641,000,000 '58 Radio
(NAB est.-gross)

$166,367,000— Spot '58
SRA est.-gross)

37,900,000 Car Radios

145,000,000 Sets in Use

3,91 5 Stations on Air

12,577,243 Sets Made
(1958 El A est.)

Spot: Station Rci)rcsentativcs Association's final estimate ol gross na-
tional spot radio in I95H is $166,.H(j7,()()() compared with 1957's official
total of $169,511,000. This is a drop of 1.9 percent from 1957's all-lime
high, which had lieen l.S percent aiwve 1956. Spot radio time sales lor
the fourth tpiarter of 1958, as estimated by SRA, amounted to "> 1 1,562,000,
a drop of eight percent under the total of $48,452,000 for the same period
in 1957. Estimates of spot radio gross sales for the other three quarters,
according to SRA, are as follows: First quarter, SI 1 ,963,000, an increase
of 2.5 percent over 1957's 40,916,000. Second quarter, $41,671,000, an
increase of 6.7 percent over 1957's $39,027,000. Third quarter, $38,171,-
000, a decrease of 7.1 percent under 1957's $41,116,000.

Network: ABC Radio has announced new and renewed business total-
ing $1.5 million for a two-week period ending in mid-February. NBC,
in six weeks of selling in mid-January through February received new
orders totaling $726,647, the network reports. (See Report from Xet-
works, p. 102.)

Local: A new billing record for the station was established by W'CBS
New York in a five-day period recently when more than a halt-million
dollars in business was signed. Sales Manager Tom Swafford reports. He
says that under the new PCP plan of CBS Radio, his station may set an
all-time high in sales during 1959.

Stations: The number of am and Im stations on the air as of mid-
February totals 3,915, an increase of 11 (eight am and three fm) over the
previous month.

Stations on the air
Applications pending
Under construction

Commercial AM
3,334
484
113

Commercial FM
581
45
128

Sets: Total radio set production including car radios for December was
1,525,744 (for 1958, 12,577,243); total aiito radio production for De-
cember was 558,767 (for the year, 3,715,362). Total radio set sales for
December excluding car radios were 1,944,838 (for the year, 8,631,344) .
Transistor sales for December were 5,627,700 with dollar value of S16,-
595,616 (for the year, 47,050,814, with dollar value of $112,729,427).
Fm production for December was 72,306 (since July, when figures Avere
first released, 376,144). .Also see Report on Fm (p. 103).

U. S. RADIO • March 1959

"THE VOICE OF LONG ISLAND"

is the only station
that dehvers the
separate, distinct
booming
Long Island
market

6th largest in
the U.S. with a
mass, quality,
adult-buying
audience!

HERE'S HOW
LONG ISLANOERS
SPEND A DOLLAR

►10,000 WATTS

WHLI

AM 1100
F M 98 3

HEMPSTEAD
lONC ISLAND. N. Y.

ikooia >^

fiepreiented by GilI Pe rna

for buyers and sellers of radio advertising

MARCH - 1959

... IN THIS ISSUE . . .

Time to Buy

Who Docs ilic Jiuying and How Is It
Handled at Six Top Advertising Agencies?

Buying Radio in Bunches

(:iii(juii;i li.ni.iiia Allots $1 Million for
I iiiicd l i nil's liiggcst Radio Drive

Radio Research in Evolution

What Changes Are Taking Place
In Providing Data That Agencies Want

Esso's Radio Pipeline

Pioneer Air Sponsor Slates $1.5 Million
For Essn Rrporlcr and Spots in 1959

Pushing Up National Sales

(>asc Study of Pepsi-Cola Co. Shows How
R.AB's National Sales Eflort Functions

Question and Answers

Im a New Feature, Fwo Ad .Men Tackle
Provocative Queries From Station Side

Convention Supplement

• ( .oiiv ( Ml ioM I lisiory

• -NAB Highlights and Agenda

• F(|uipinent and Exhibits

• 1 hings to Do in Chicago

VOL. 3 - NO. 3
23
26
30
34
38
42
49

DEPARTMENTS

Airvva\cs
BPA Memo
C^onunercial (Clinic
Editorial
Focus on Radio
Hometown U.S.A.
Letters to Editor
Names and Faces
Radio Registers
Radio Research
Report from Agencies

Rcpcjrt from Canada

104

Report on Fm

103

Report from Networks

102

108

Report from RAB

93
21
106

Report from Representatives

100

Silver Mike

Soundings

Station Log

105

Time Buys

101

'Washington

Arnold Alpert Editor and Publisher

Catherine Scott Rose Business Manager

Jonah Gitlltz Managing Editor

Rollie Devendorf Art Editor

Carol Murdock Senior Editor

Michael G. Silver Assistant Editor

Patty Kirsch Assistant Editor

Patricia Moran Assistant Editor

{Washington. D. C.)

William B. Birdsal! Advertising Manager

Jean L. Engel

Production-Sales Service Manager

Sara R. Silon Secretary to Publisher

If est Coast Representative —

Whaley-Simpson Company

6608 Selma Avenue

Los Angeles 28, HOIIywood 3-7157

700 Montgomery Building

San Francisco II, SUtter 1-4583

Member of Business Publications
Audit of Circulations Inc.

BPA

U. S. RADIO is published monthly by
Arnold Alpert Publications, Inc. Editorial
and Business Office 50 West 57th Street,
New York 19, N. Y. Circle 5-2170. Chi-
cago, III.— 161 E. Grand Ave. WHitehall
3-3686. Washington, D. C— 8037 Eastern
Road, Silver Spring, Md. JUniper 8-7261.
Printing Office — 3110 Elm Avenue, Balti-
more I I, Md. Price 35# a copy; subscrip-
tion, $3 a year, $5 for two years in U.S.A.
U.S. Possessions and Canada $4 a year,
$6 for two years. Please advise if you
move and give old and new address.
Copyright 1959 by Arnold Alpert Publica-
tions, Inc. Accepted as controlled circula-
tion publication at Baltimore, Maryland.

U. S. RADIO • March 1959

□ Keystone's complete station list, or

□ Details on Keystone's farm market coverage

wr»fe or wire today!

BROADCASTING SYSTEM, inc.

Keystone Broadcasting System, Inc. Dept. US-2

111 West Washington St., Chicago 2, III.

I I Please send me copy of up-to-date Form Market Analysis.
Q Keystone's entire station list.

Name

Address

City

^State-

-Zone-

U. S. RADIO • March 1959

A good
SALESMAN

commands
respect

• • •

and
so does a

good
STATION!

A really good salesman commands respect for ~
himself, his product, his company. Respect
means confidence — belief — SALES!

The same is true of radio stations. Some do command
respect, and this does make a difference! People in Iowa
have respected WHO for generations. They respect the
advertising they hear on WHO because they know that WHO
sees to it that everything we broadcast is dependable,
respectable and sound — news, sports, entertainment
AND COMMERCIALS.

As a result, more Iowa people listen to IV HO
than listen to the next four commercial stations
combined. And they BELIEVE what they hear!

You undoubtedly evaluate the stations you select
as closely as you do your salesmen. When you
want a top-notch radio station in Iowa, ask PGW^
about W HO Radio — Iowa's greatest!

WItO

for Iowa PLUS !

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager

WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines, WOC-TV, Davenport

Affiliate

Peters, Griffin, Woodward, Inc., National Representatites
U. S. RADIO • March 1959

soundings

Coca-Cola "Hi-Fi Clubs" Uncap
Unique Program for Teenagers

Ayer Seeks Answers
In Rate-Card Survey

. . . Agencies Suggest Ways
To Increase Radio Sales

Baseball Games Attract
A Varied Client Croup

Young Study Claims
Strength of "Modern" Radio

An Fm Revival Seen
By Commissioner Lee

Coca-Cola's imaginative luvv spin to the disc jockey jjlattci business is
inviting tlic attention oi l)otli teenage consumers and radio stations across
the country. Format ol the recently introduced Hi-Fi Club program, out-
lined by the soft drink company's New York agency (McCann-Erickson)
and adapted by local radio personalities sponsored by local bottlers,
inc ludes meml)ership for scliool students, prizes available to memijc rs only
and audience particiixition, with an exchange ol ideas and tajKcl talent
among stations. More than 300 stations, according to Coca-Cola, are now
running the program.

The 22 media men sent out by N. W. Ayer & Son to clarify the single
vs multiple rate issue also are asking stations the icjliowing c|uestions:
(1) Do you give bonus spots? (2) Do you have trade arrangements with
retailers? (3) Do you have regional deals for merc handise?

In addition to developing a "realistic" rate card, agencies suggest radio
shoidd "merchandise " itself. D'Arcy asks for (a) package time to include
night radio and (b) weekend package rates from 6 p.m. Thursdays
through Sunday nights. JWT wants more qualitative information re-
garding station listeners. (See Time to Buy, p. 23.)

MBS's baseball Gatiie o/ the Day broadcasts will be fed to 350 stations
this year, Avith areas within 75 miles of major league cities blacked out.
With the exception of Saturday broadcasts, when Quaker State Oil Re-
fining Co. will sponsor the entire network jjresentation, local stations
will line up th^ir own sponsors, from Sunday through Friday, with a
nominal co-op fee to MBS. More than 20 categories of advertisers par-
ticipated in the broadcasts last season, everything from women's clothing
to political candidates. For 1959, airings begin March 21 and extend
through September 27.

Another in the Adam Young Inc. studies, "The Dynamic Change in Ra-
dio," attempts to show a further swing by audiences toward "modern *
radio stations, not only in the top 25 markets but in smaller, ones as well.
The presentation outlines what a spot campaign can deliver, says the
Young company, in terms of (1) "actual number of homes reached, (2)
level of impact an advertiser has in the top 40 markets, and (3) average
rating on the best station in each market." Future studies tentatively
will trv to relate the figures to cost efficiency.

An fm revival is in the offing, according to FCC Commissioner Robert
E. Lee, and fm gives signs of supplanting its older brother, am, and of
being "the future service of radio broadcasting." Mr. Lee, addressing a
dinner marking the 30th anniversary of \\ HDL-AM-FM Olean. X. Y.,
said that figures available to the FCC indicate future leadership by fm
"commercially and as the backup of defense communication."

U. S. RADIO • March 1959

The first of NBC Radio's new "Image" series -IMAGE -RUSSIA- has stirred genu
excitement among Hsteners and critics. Variety is impressed by its ''vividly reveal
word picture of the . . . passion and violence that engulfs present-day Russia ... it can
help but beat an indelible tattoo on the minds of everyone interested in the charac
of the Soviet Union." The New York Times believes it an ''interesting, enlighten ij
. . . colorful and comprehensive . . . praiseworthy project . . ." IMAGE -RUSSIA is i
latest example of NBC Radio's continuing contribution to provocative, imaginat^

work programming. It is further evidence of the industry leadership which
f duced Monitor, News-on-the-Hour, Hot-Line Service, and Stardust. For these
nting program services, NBC Radio has created equally exciting sales plans:
r fineered Circulation, Imagery Transfer, Memory Vision, and the remarkable
aisvertising Plan that ties local dealers in with national campaigns. These

the compelling reasons why more
1 more advertisers are using the

NBC RADIO NETWORK

Raleigh-Durham
the Nation's

Radio Market

has Greater

RETAIL
SALES

than the 10th
Metropolitan
Market

28th Radio Market - WPTF
$2,545,732,000

28th Metropoiiton Market
$816,675,000

10th Metropolitan Market
$2,503,361,000

time buys

American Motors Corp.

Agency: (ieyrr. Morcy, Madden 6-

Ballard Inc., Neiu York
Product: RAMHLER AND
AMBASSADOR
CBS network joins the list f)n this
firm's radio advertising s( hednle with
a 13-week contract now under way.
The one-minute announcements,
mainly on Rambler but with some
on Ambassador, will feature Elmer
Blurt, "world's lowest pressure sales-
man," as well as progress reports on
Rambler sales and the luxury-plus-
savings features of the Ambassador
V-8. American Motors has been using
NBC's Monitor for the past two and
a half years. Betty Powell is time-
buyer.

The Borden Co.

Agency: Doherty, Clifford, Steers &
Schenfield Inc., New York
Product: BORDEN'S INSTANT
COFFEE
A 20-week campaign is now in
progress in from 25 to 30 markets
across the nation "to hit the house-
wife." The campaign, which began
the first of the year, is making use of
60-second announcements in daytime
hours over about 100 stations. Bob
W'idholm, senior timebuyer, and Stu
Eckert are handling the buying.

CandyCram Inc.

Agency: Reach, McClinton 6- Co.

New York
Product: CANDY-WITH-

TELEGR.AM SERVICE
Radio is expected to play "a sub-
stantial part" in the advertising
plans of this new service, which will
soon follow up its recent introduc-
tion via print with a broadcast cam-
paign. Promotion of the candy-
message idea via radio is expected to
center naturally around holiday
periods and special observances such
as Mother's Day.

Cities Service Co.

Agency: EUinglou ir Co., New York
Product: PETROLEUM

A series of four to six-week flights
starts in April in the Midwest, and
is currently under way in the East.
The sc hedule of announcements will
laiige from 60 to 125 a week in ap-
proximately 45 markets; 120 stations
will be used to carry the flights timed
throughout the spring, summer and
fall. Dan Kane, broadcast media
director, is handling the buying.

Continental Wax Corp.

Ageiic \ : I'rodact Services Inc.,

New York
Product: SIX MONTH FLOOR
WAX

Early this month this household
product is taking to radio frecjuency
for two weeks as the introduction of
a $1.5 million "spring cleaning" ad-
vertising campaign. Adding a new
dimension to the company's previous
sales promotions, at least two sta-
tions in each of six major markets
will carry approximately 250 an-
nouncements per week per station.
The 10-second jingles will stress
"time to relax when you wax." Doris
Gould is senior timebuyer.

Duffy-Mott Co.

Agency: Sullivan, Stanffer, Colwell

ir Bayles, New York
Product: CLAPPS BABY FOOD

About 40 selected markets (chiefly
East Coast) will be used in a 10-
week radio campaign scheduled to
start March 23. Frequency will be
light, with one-minute announce-
ments. Steve Suren is timebuyer.

General Cigar Co.

Agency: Young ir Rubicam Inc.,

New York
Product: WHITE OWL CIGARS

Blowing smoke rings with sound,
this tobacco firm is taking to the air
in 20 to 25 major "Owl" markets for
six weeks as of March 2, with a

(Cont'd, on p. 12)

U. S. RADIO • March 1059

A "Good Buy" That Says Hello

* -

=WXLW INDIANAPOLIS

Brings the ^'personal touch" to your sales message with

radio-mobilitt

Hoosiers throughout the Indianapolis area are getting a
warm, personal greeting from WXLW's greatest "first" —
The Traveler—a 60-foot-long complete radio station on
wheels! WXLW's Traveler brings the impact of RADIO-
MOBILITY to its programming and to your announce-
ments, with on-the-spot broadcasting of regular pro-
grrams, interviews, and special events. Now listeners of
the number one radio station in Central Indiana can see
and hear their favorite WXLW personalities in action.

Send your sales messages along on these good-will tours,
with the buy in Indianapolis radio . . . top-rated WXLW.

^St to feature true hi-fidelity sound.

^St to feature live on-the-spot news coverage.

^St to offer on-the-air editorials.

^Sf to offer adult programming, and novi,

1st vs^ith RADIO-MOBILITY!

Enjoy the sales benefits of the personal touch only per-
sonal appearances can give . . . pull extra results from the
extra effort made by WXLW to capture even more of
the Indianapolis audience. Specify the good buy that
says hello— WXLW!

950 ON YOUR DIAL

RADIO INDIANAPOLIS
5,000 WATTS DAYTIME

The Traveler's completely equipped
studio

Interviews are conducted in The
Traveler's modern lounge

The Traveler's control room features
all the latest magic of advanced
technical design

CONTACT YOUR NEAREST JOHN E. PEARSON REPRESENTATIVE

U. S. RADIO • March 1959

IN SAN ANTONIO:

KONO

—now delivering
more* audience
than the next two
stations combined

^See your H-R REPRESENTATIVE
or Clarke Brown man

for the new Hooper showing
KONO's average share
of audience! It's great!

or write direct to

JACK ROTH, Manager

P. O. Box 2338
San Antonio 6, Texas

time buys

(Cont'd, from p. 10)

schedule of announcements ranging
from 25 to 100 per week. Minutes
and 20's are being used. Tom Vis-
cardi is timcbuyer.

Robert Hall Clothes

Agency: Arkwright Advertising Co.,
New York
In a five-week campaign that
reaches its climax Easter weekend
after a February 23 start, this chain
of family clothing stores is utilizing
a series of 60-second spot announce-
ments over 180 stations in 130 mar-
kets coast-to-coast. After March 30,
spot radio will continue on a "lev-
elled-off" basis until June 30. Jim
Hackelt is timcbuyer.

Liggett & Myers

Agency: McCann-Erickson Inc., New
York

Product: OASIS, CHESTERFIELDS
On the air in some 50 markets,
minutes and 20's for these cigarettes
will continue in varying flights of
7, 8 and 11 weeks. The schedules,
which started February 16, use a
frequency of 30 to 40 announcements
a week depending on the market.
Gini Conwav is time-buyer.

Mail Pouch Tobacco Co.

Agency: Charles W. Hoyt Inc., New
York

Product: KENTUCKY CLUB PIPE
TOBACCO
A one-week promotion beginning
March 9 on NBC, CBS and Mutual
networks sounds the opening gun in
the company's annual "Derby Con-
test" in which the entrant submit-
ting the best name wins a horse. A
total of 71 one-minute announce-
ments will be used among the three
networks, w^th schedules in and
around news and sports programs.
In previous years the contest has at-
tracted up to half a million entries.
Doug Humm is timcbuyer.

Merck & Co.

Agency: Charles W. Hoyt Inc., New
York

Product: DICHLORICIDE MO I H
PREVENTATIVE
When the temperature climbs into
the 70's, this firm will take to the
air in four markets — Kansas City,
Minneapolis, Portland, Ore., and Si.
Joseph, Mo. — with a five-week sched
ule using 24 announcements (min-
utes and 20's) per week per market.
Doug Humm is timcbuyer.

National Shoes Inc.

Agency: .Mogul, Lewin, Williams &
Saylor Inc., New York
Starting a new cycle of radio spots
on March 9, this shoe manufacturer
will broadcast 687 one-minute an
nouncemenls weekly over 30 station^
in 23 markets. The series, part ot
National's spring advertising cam-
paign, represents the company's big-
gest radio push to date. Joyce Peters
is the timebuycr.

Noxzema Chemical Co.

Agency: Sullivan, Stauffer, Colwell

& Bayles Inc., New York
Products: HIGH NOON SUNTAN
LOTION, NOZAIN
FIRST AID CREAM
Warming up for summer sales, this
firm is scheduling an eight-week spot
campaign for High Noon for July
and August in 35 markets. Approxi-
mately 10 announcements per week
will be used over Great Lakes, East-
ern Seaboard, Pacific Coast, Gulf
Coast and Florida stations. Nozain,
currently scheduled for two 10-week
flights in Florida, may travel farther
afield later in the season. Bob An-
derson is timcbuyer.

Q-Tips Inc.

Agency: Lawrence C. Gumbinner
Advertising Agency Inc.,
New York
Continuing its pattern of spot and
network buying, this company is now
into another 13 weeks of both. Spot
announcements are being broadcast
in the top 25 markets; network time
includes five-minute segments of

(Cont'd on p. 14)

U. S. RADIO • March 1959

STERN WHEEIERS still thresh the
waters in Missouri. But the last of
their breed is probably plowing
across and along the state now.

KCMO-Radio: 810 kilocycles
Basic CBS-Radio, 50,000. watts

taking the word

ACnOSS THE WIDE MISSOURI

Time was when river traffic was the only way of getting the word
across the Missouri and into the Kansas and Nebraska territories.

Now in the electronic era, KCMO-Radio in Kansas City performs the same
service with the speed of light. The same service, we say, because KCMO-Radio

brings the exchange of ideas and the exchange of goods and services
to homes in parts of four states— all of them touched by the "Mighty Mo."

And add to this KCMO-Radio's award-winning news and outstanding record of
public service in the million-population Greater Kansas City market.

In more ways than one, 50,000-watt KCMO-Radio is the most powerful
voice in Kansas City.

Kansas City, Missouri

)oc Hartenbower, General Manager
R. W. Evans, Station Manager

KANSAS CITY KCMO KCMO-TV The Katz Agency

SYRACUSE WHEN WHEN-TV Ttie Katz Agency

PHOENIX KPHO KPHO-TV The Katz Agency

OMAHA WOW WOW-TV John Blair & Co. — Blair-TV

TULSA KRMG John Blair & Co.

Represented nationally by Katz Agency

Meredith Stations Are Affiliated wit*-
BETTER HOMES and GARDENS and S
CESSFUL FARMING Magazines.

pulls

'Tirst All Day
rating!^

*"Most listened to". . . and hottest
of any as indicated by recent audi-
ence studies!

Top personalities and best news
coverage . . . local, plus world-wide
through exclusive Washington
News Bureau. Every reason to place
saturation spot campaigns where
you reach an even greater cumula-
tive audience.

Check WFBM first- where every
minute is a selling minute!

*C. E. Hooper, Inc. (7 a.m.- 6 p.m.) June 19, 1958

INDIANAPOLIS

Represented Nationally by
the KATZ Agency

time buys

(Cont'd from p. 12)

(:r..S' All Linklclto's House Party,
willi Q Tips sponsoring poilions tor
I.H weeks that began Feljriiary 2.
Anita Wasserman is liniebuyer.

Ralston Purina Corp.

Agency: Ciiild, Bascum & Bunfigli,

San Francisco
Products: RY-KRISP, CEREALS

A new spot series from C^liecker-
boarcl Scjuare goes on the air this
month in 13 markets for 18 week.s,
with 2.5 lo 15 spots per week in each
market. From 40 to ,50 stations will
l)e used. A .second campaign cur-
rently getting under way is using an
equal nimiber of stations, spots for
13 weeks. Peg Harris is timebuyer.

Smith Brothers

.\gency: Kaslor, Hilton, Chesley,
Cli[Jord v!r Atherton, New
York

Product: SMOKERS' DROPS

A six-week test of radio starting
March 9 in the Baltimore and Wash-
ington, D. C, area may prelude a
wider usage of the medium by this
product, depending on the outcome.
The test is via three stations, using
minutes and ID's. Beryl Seidenberg
is timebuyer.

Syntex Chemical Co. Inc.

Agency: Williatn Barton Marsh Co.,
Public Relations, New York
Product: AQUA-IVY

Choosing radio as the antidote to
a limited advertising budget, the
company will pour approximately
.S 100,000 into a spot campaign in 17
key poison ivy areas to promote its
new product (a pill reputed to "im-
munize" against poison ivy and
oak) . The drive starts March 16
and runs from six to eight weeks with
heavy frequency in such markets as
Cleveland, Indianapolis, San Fran-
cisco. In addition to spot, the pill
will be promoted via limited net-
work buys on ABC's Breakfast Club,
CBS serials, Mutual's Gabriel Heater
newscasts, starting March 9. Ander-

son 8: Cairns is plac ing the campaign
lor .Marsh; Victor Seydel, AR:C radio-
tv direc tor, is handling the accomit.

The Texas Co.

Agency: Cunningham ir Walsh, New
York

Product: TEXACO

Starting early in April, the oil
company will begin its fair-weather
sales drive via a radio campaign in
ajjjjroximately 100 major markets.
Using about three stations per mar-
ket, the firm will concentrate its
"moderate saturation" efforts in
(hiving hours, nighttimes and week-
ends. Santoni is timebuyer.

United States Pharmacal Co.

.\gency: (iresh & Kramer, Philadel-
phia

PkkUki: BABYSWEET,
SOOTH EN E
A budget of $200,000 will be ex-
pended in 20 markets for a 13-week
schedule of spot radio now getting
under way for both products. Out-
come of this campaign, the second
recent piogram of market expansion
by the company, will determine how
a third campaign may be under-
taken. The makers of Soothene, an
antiseptic styptic cream, and Baby
Sweet, a sanitizer, are also currently
sponsoring the ABC network Story
Princess show. Bernard Kramer is
handling the account.

U. S. Steel

Agency: Batten, Barton, Durstine &

Osborn Inc., New York
Product: SOFT DRINK CANS

Starting May 24, spot radio in
seven markets will promote U. S.
Steel's "hot weather" campaign for
soft drinks in throw-away- cans. The
audio advertising will utilize a "skip"
pattern of varying frequencies in
Albuquerque, Boston, Chicago,
Houston, Los Angeles, Milwaukee
and San Francisco markets during
the weeks of May 24 and 31, June 7,
21 and 28, July 5 and 19 and Au-
gust 2. Timebuyer is \Valter Rein-
ecke.

U. S. RADIO • March 1959

*#1 in HOOPER
#1 in PULSE

CONSISTENTLY

YOUR ADAM YOUNG MAN HAS ALL THE FAaS ON

NEW YORK CHICAGO ST. LOUIS LOS ANGELES SAN FRANCISCO DETROIT ATLANTA

3East54th St Prudential Plaza 317 No. Eleventh St. 6331 Hollywood Blvd. RussBldg.(Rm.l207) 2940 Book Side 1182W Peachtree

m !oi ' • ^' "'• ^^"8^'" C^''^- San Francisco 4, Calif. Detroit 26, Mich. Atlanta Ga

PL 1-4848 Michigan 2-6190 MAin 1-5020 HOIIywood 2-2289 YUkon 6 6769 WOodward 3-6919 TRinity 3-2564

U. S. RADIO • March 1959

More People

Respond

This programing motivates people . . .

makes them do things.
That's why our 10,000 letters per week
in response to family games.
Action programs stimulate listener reaction.
/it=f Your advertising reaches buyers

4k-l^-*vw, — vWw; (the best kind of audience!)

Bartell it . . . and sell it!

To Bartell

Family Radio

BRRTEll

Fnmiiv

RHDIO "

COAST TO COAST

J I r, r J I ^ ij«o 1" ominiii— J
'lio in eiKmincHDm J

AMERICA'S FIRST RADIO FAMILY SERVING 15 MILLION BUYERS

Sold Nationally by ADAM YOUNG INC.

U. S. RADIO • March

Washington

Sen. Proxmire Gets A new Senatorial face has appeared on the hioathasl scene — that of Sen-

Into the Act . . . ator ^VilHanl Proxmire (D-Wis.) . He is hard at work, on a bill to rid the

Federal Conniiunications Commission ol its seven commissioners and
replace them with a panel of judges who would be given life-time ap-
pointments. Each would specialize in a partidilar phase of ( omiiimiica-
tions and hand down decisions only in his own specific field.

. . . Advantages of Proposed The theory behind Senatoi Pioxmiie's legislation is that cx parte con-

Plan Are Cited . . . tacts will be automatically eliminated: that a judge will act on the facts

of a case as they are, not as a litigant woidd like them to be, and that
the possibility of political pressure being brought to bear on decision
makers at the FCC will be reduced to a iinniniinn.

. . . Bill Bears Resemblance The Proxmite plan is not entirely new — at least in terms of what it is

To Dill Proposal intended to accomplish. Ex-Senator Clarence Dill, co-author of the

Radio Act of 1927, recommended last sjiring that a Communications
Court of Appeals be established and manned by three President-ap-
pointed judges. A bill nas drawn up along the lines he suggested but
until now has been dormant in the files ol the Senate Conunercc Com-
mittee.

Is Advertising Selling In a city where trade associations and lobby groups are big business,

Itself in Washington? . . . second only to the government itself, one industry is conspicuous by its

absence. It is advertising. This point was iniderscored at a meeting a
short time ago of the Advertising Federation of .\merica — which con-
vened for the first time in the nation's capital — by Robert Wilson, a
gentleman who wears two hats. He is a Democratic Congressman from
California as well as a partner in Champ, Wilson & Slocnm Advertising,
San Diego. Representative Wilson opined that advertising's selling job
on the Hill is nil.

. . . Rep. Wilson Gets "There has been too much of a tendency on the part of advertising to

To the Root of Problem think of Washington as a figment of somebody's imagination," he said,

and chided delegates for their lack of a "direct route into Pennsylvania
Avenue." One of Representative Wilson's chief concerns is the possi-
bility of Congressional legislation to levy an advertising tax, he said.

Ad-Inquiry Subcommittee Despite Representative Wilson's fears that ami-advertising sentiment on

Dies In House the Hill is on the increase, the industry got at least a temporary breather

with the abolition of a Government Operations Subcommittee headed
by Representative John Blatnik (D-Minn.) . The subcommittee has
been highly critical of the Federal Trade Commission's methods of
curbing fiaudident advertising. Representative Blatnik has been one
of advertising's most ardent critics. Among other bills he authored Avas
one in the last session that would label all cigarette packages for tar
and nicotine content and empower the FTC to inspect all cigarettes.

Oversight Unit

Revs Up in the Senate

The Senate counterpart of the House Legislative Oversight Subcommit-
tee has been created to delve into the operating methods of regxUatory

U. S. RADIO • March 1959

NIELSEN, December, 1958

PROVES IT AGAIN . .

K-NUZ

« No. 1

237 out of 240 quarter hours

6:00 AM -6:00 PM
MONDAY thru FRIDAY

(. . . and has the second highest ratings in
the remaining three quarter-hours!)

K-NUZ has consistent TOP RATINGS
with the AUDIENCE THAT COUNTS:

V 74% of the K-NUZ Audience is
MIDDLE and UPPER INCOME

(Special PULSE Survey Apr.-May 1958)

84% of the K-NUZ Audience
is Adult Men & Women

(Nielsen — June, 1958)

r K„

K^NUZ

( Houston 24-Hou
— -Music and-.News

15.

NATIONAL REPS.

FORJOE & CO.

New York • Chicago • Los
Angeles • San Francisco
• Philadelphia • Seattle

SOUTHERN REPS.

CLARKE BROWN CO.

liallai • New Orleans • At-
lanta

IN HOUSTON:

Call Dave Morris— JA 3-2581

WASHINGTON (Cont'd)

agencies. Senator John Carroll (D-
Colo.) has been selected to chair-
man the new .'\diiiinistrative Prac-
tices & Procedures Sub(oiiiiiiiitec.
The budget lor the subcouuiiittee
was fixed at $115,000, less than half
the amount originally allocated for
Legislative Oversight. Although no
final course of action has been de-
termined, it is expected that House
Oversight files will be a major source
of inspiration to the new Senate
sub( f)ii)iiiittcc.

Income of Radio
Employees Shows Increase

\ wage survey recently completed
by NAB shows that at the average
radio station an employee's pay-
check is 0.6 percent fatter than it
was in 1955. Northern radio em-
ployees were better compensated
than those in the South. The same
comparison held in terms of the size
of staff with stations in the 1.5 mil-
lion to 2.5 million population mar-
ket employing upwards of 39 people.
In an area where population does
not exceed 10,000, six or seven peo-
ple generally staff a radio outlet.
The study also revealed that an
average weekly check would run
from a high of $156 for a sales man-
ager to $64 for continuity writers.

NAB Board Votes
Record $1 Million Budgef

1 he budget ol over .>! million for
NAB operation for 1959 to 1960,
voted by the joint board at its semi-
annual meeting in Hollywood, Fla.,
is an all-time high. The board also
took a second look at a decision to
limit attendance to top management 1
at convention business sessions. That
plan, originated a year ago, Avas '
abandoned in favor of open-door
sessions.

FCC Proposal Would Curb
Network Spot Activities

Should non-affiliated radio stations )
be represented by network spot sales
organizations? That's something be-
ing mulled over by the FCC in its
over-all consideration of the advis-
;ii)ility of having networks involved
in a representative capacity with
non-network outlets. The seed for
the FCC's proposed ruling was
planted by the Barrow Report Avhich
recommended sweeping changes in
network operation. • • •

U. S. RADIO • March 1959

What radio station do you listen to
♦ most of tiie time during the day?

WWDC, said 16.7% of the Washington "day-at-homes"
at whom PULSE fired the question. Our closest compe-
tition was almost a whole percentage point away.

This daylight supremacy, plus many other areas of WWDC leader-
ship in the Washington, D.C., metropolitan market, are revealed in
a special qualitative survey conducted by PULSE. For the full
report, write Station WWDC or ask your Blair man for a copy of
"Personality Profile of a Radio Station." It's profitable perusing!

Washington

REPRESENTED NATIONALLY BY JOHN BLAIR & CO.

P.S. The regular PULSE for January showed WWDC in first place
for the eighth consecutive month with 18.8% share of total audience,
6 A.M. to midnight — 2.5 percentage points ahead of the pack!

U. S. RADIO • March 1959

In the Big, Rich
Southwest . . .

KWFT

Wichita Falls, Texas
delivers

NCS NO. 2
CIRCULATION

Based on NCS ^2 weekly daytime cir-
culation (108,300 homes), KWFT deliv-
ers the 73rd market in the U.S. In-
cludes 77 counties with over $ 1 '/) bil-
lion total retail sales (Consumer Mar-
kets, 1958).

AT LOWEST
COST PER 1000

PLUS

BONUS COVERAGE

. . . in KWFT's gigantic '/2 mv/m
area: 1,201,407 total households;
nearly $5 billion total retail sales!

H-R

See your H " n representative
or Clarke Brown man

WICHITA FALLS, TEXAS

BEN LUDY

Pres. & Gen. Mgr.

5 K W
at 620

Day & Night

the

Cieoige H. Gril)l)in, president of
Young & Rubicam Inc., took the
copywriter's road to the top, with
brief side trips into retailing and
journalism.

His position at Young & Rubicam
makes him an important person in
the eyes of the radio industry, for
the agency ranks as one of the
biggest users of the sound medium.
At present, it is estimated that Y&R
l)ills about $14 million in radio, put-
ting it among the top five radio
agencies.

A native of Nashville, Mich., Mr.
Gribbin studied journalism at the
University of Wisconsin and Stan-
ford University, from which he was
oraduated. He soon turned his ef-
forts to copywriting, however, with
the J. L. Hudson department store
in Detroit. He subsequently served
in a similar capacity at the May Co.,
Bamberger's and R. H. Macy & Co.

Y&R Copywriter

It was also as a copywriter that
Mr. Gribbin first joined Y&R. The
year was 1935. In 1943, he was made
a copy supervisor, only to have his
career interrupted by Army service.
Rising from the rank of private to
captain, he was assigned to the office
of the Under Secretary of War.

Mr. Gribbin returned to Y & R
after the war, and was promoted to
vice president and head of radio-tv
commercials. In this capacity, he

THIS MONTH:

GEORGE H. GRIBBIN

President, Young & Rubicam Inc.

His Agency Amonq

Top Five Radio Spenders

was in on radio planning for every
client that could use it. By 1954,
he had been appointed copy director
Avith responsibility over print, radio
and tv copy.

In 1956, Mr. Gribbin was elected
a senior vice president. He was pro-
moted to the presidency in October
1958, succeeding Sigxird S. Larmon,
who continues as chairman of the
board and chief executive officer.

Radio's Role

As one of the major media, Mr.
Gribbin declares, radio will always
perform its important service to the
advertising industry and to the
manufacturer. Its role as a broad-
caster of news and cultural enter-
tainment to the public, however,
should not be overlooked, he says.

As part of his many other activi-
ties, Mr. Gribbin is a member of an
advisory board of the Manufacturers
Trust Co., New York, and a member
of the public relations advisory com-
mittee to the United Hospital Fund
of New York. He is also a member
of the Union League Club.

Mr. Gribbin was born in 1907. He
now is a resident of Greenwich,
Conn., and is the father of five
children. Considered an omni-
verous reader and an ardent lover
of music, he is also known to enjo\
puttering around the family farm in
Massachusetts. • • •

U. S. RADIO • March 1959

LETTERS TO THE EDITOR

Question of Cha's

1 icail your interesting artitle. Haxt
Sell With Velvet Touch, in yoiu' )anu-
ary issue. However, Messrs. Stone, Wil-
son, McDonnell, et al not withstanding.
I believe the term is cha-cha-cha, not
cha-cha.

Jerry Fields

Director

Jobs Unlimited

New York

(ED.'s note: Latest word from no less
authority than the Arthur Murray stu-
dios— "The music may go cha-cha-cha,
but you're doing the cha-cha.")

Velvet Touch

Congratulations on the article you did
regarding the "whither now" of radio
commercials (Hard Sell With Velvet
Touch, January 1959) . . . [and for
treating me] so accurately!

Margot Sherman

Vice President
McCann-Erickson Inc.
New York

Well Adjusted

I want to congratulate you on that very
fine article. How CBS Stations Are Ad-
justing to PCP (February 1959) ... on
the fidelity of your reporting and the
beautiful way in which you organized
your material. It makes very interesting
reading.

Joseph T. Connolly

General (Manager
WCAU Philadelphia

An excellent story. You have packed a
lot of infonnation into a very few para-
graphs.

Fred Ruegg

General Manager
KNX Los Angeles

Accent on Spot

Congratulations on writing the best
spot radio article to date! . . . You thor-
oughly researched your subject and re-
ported in depth what you found. . . .

Your article (Accent on Spot, Febru-
ary 1959) not only contains much infor-
mation on what representatives are do-
ing to perform more services than ever
before, but it also points out the con-
structive efforts being made to make
new sales.

As far as I am concerned, vou have

[lainted ihc |)i(iure accurately — and

ha\c done a
industrv.

^rcai service to the radio

Arthur H. McCoy

Executive Vice President
John Blair & Co.
New York

Accent on Facts

u. s. RADIO is impoitant to us for two
chief reasons: (1) It sticks to a specific
subject and each month explores situ-
ations and people to a degree that the
reader gets the sense and meaning of
the medium; (2) the reports, articles
and news items stick to facts (a matter
that is hard to find in current trade
magazines because writers are explain-
ing, espousing, assuming and predict-
ing)-

We particularly enjoy the Time Buys
section which is easy to read and pro-
vides detailed information on particular
radio buys. The advertising agency
reader, particularly, reads the trades to
find out facts — what, where, when, why,
how and how much? — so that these
facts may be built into the reader's total
stock of knowledge. Keep up the good
work.

F.fhel Lewis

Research Librarian

Cohen & Aleshire Adv. Agency Inc.

New York

Two Requests

Would you please send us 15 copies of
your article. Radio: The Way to Food
Shopper's Heart (January 1959). It was
excellent.

The press has always been quick to
quote figures purporting to show lack
of interest in radio listening. But I
have yet to see any recent figures on
newspaper readership, which has un-
doubtedly suffered. We would like to
see an article along these lines.

Paul Walden

Manager

KODL The Dalles, Ore.
(ed's note: See Suburbia: Neu'spapers
Miss a Beat. p. 93.)

Growth Factor

I have been wanting to write you con-
cerning the recent "BPA Publisher's
Statement." As I have always said, I
think you should be commended for
the wonderful growth of your book;
and I certainly hope it will continue to
do so. Congratulations!

R. E. Dunville

President

Crosley Broadcasting Corp.
Cincinnati

A-GAIN A-GAIN

AND A GAIN
YEAR

)ftcr

YEAR

has consistently led U. S.
I\.\TIOi\ \l> SPOT

15% to 84.8%

AND they did it again

in 1958!

Do You Have any Rep
Problems?

Peggy Stone will be glad to
"talk them over" with you.

SHERATON-BLACKSTONE

Petite Room— Art Hall Floor

MISSING
SOMETHING?

You'll find IT
Right- Across the Street

SHERATON-BLACKSTONE

Petite Room— Art Hall Floor

FUN FOR ALL!

SOUVENIRS— SURPRISES
NEW SHOWS— NEW IDEAS

Come On Over!

l« EAST S)rd STREET • NEW YORK . N.V.

V. S. RADIO • March 1959

They h^asa family . . .

because they were sold as a family. . .

by their local Meredith station!

KANSAS CITY KCAAO KCAAO-TV The Katz Agency

SYRACUSE WHEN WHEN-TV The Katz Agency

PHOENIX KPHO KPHO-TV The Katz Agency

OMAHA wow WOW-TV John Blair & Co.- Blair-TV

TULSA KRMG John Blair & Co.

Meredith Stations Are Affiliated With BETTER HOMES and GARDENS and SUCCESSFUL FARMING Magazines

U. S. RADIO • March 1959

V. S. RADIO • MARCH
1959

Radio Buying: A Group Function

Time to Buy

Analysis of how six major radio agencies
(JWT, Y&R, IVI-E, D-F-S, DCS&S and D'Arcy)
handle buying; how buyers are recruited,
and radio's problems and prospects

There are 31,556,900 sec-
onds in a year (give or take
a few) — and a good time-
buyer knows them all.

Being on more than nodding ac-
quaintance with each daily, weekly
and monthly segment ot the fourth
dimension, an accomplished air me-
dia man or woman tells time by its
availability, reach, cost and value to
the specific advertiser.

How do advertising agencies han-
dle the specialized field of opera-
tions known as radio timebuying?
Who is the radio timebuyer, how
does he get started in agency work,
what are his principal lesponsibili-
ties? What, from his standpoint,
are the chief problems confronting
radio? And what, in the opinion of
agency media executives, are the fu-
ture prospects of the medium?

Asked these questions by u. s. ra-
dio, key media men at six major
agencies gave their answers, plus
suggestions for some timely action
on the part of the radio industry.

Agency radio buying today is
largely a group function, of course,
as most of these agencies testify. Re-
sponsibility for a major campaign
or a specific buy may run the gamut
from the account supervisor or exec-
utive to the top media department
head, his associate directors and the
timebuyers, and may be shared by
all. Along with this coordination,
much stress has been placed recent-
ly on the role of the estimator who
does the leg work and basic fact-
gathering for the timebuyer.

A major problem that agency
media departments face is the rela-
tively high turnover of timebuyers —
either through promotion, a switch
in department within the agency, or
a complete change to practice his or
her art (quantitative and qualita-
tive) at another agency.

As national agencies, these six feel
that the chief problem radio has
today is one that has been very much
in the headlines — rate structure. As
one executive remarks, "Radio is be-

coming too popular to afford any
suggestion of 'fire sale' tactics. The
reputation of the entire medium may
be endangered by imcertain prac-
tices."

Sxnnmarizing the characteristics of
their respective organizations, and
stating their own media views, are
William C. Dekker, vice president
and media director, McCann-Erick-
son Inc.; Louis T. Fischer, vice presi-
dent and media director, Dancer-
Fitzgerald-Sample Inc.; W. E. Mat-
thews, vice president and director of
media relations. Young & Rubicam
Inc.; Richard P. Jones, vice presi-
dent and media manager, J. Walter
Thompson Co.; Donald H. Quinn,
vice president and media director,
Doherty, Clifford, Steers &: Shenfield
Inc.; Harry K. Renfro, radio-tv me-
dia manager, D'Arcy Advertising Co.

Agreeing on the desired results —
maximum effect and efficiency in
ladio usage for a client — the agen-
cies offer a variety of views on how-
best to achieve such goals. Example

U. S. RADIO • March 1959

W. C. Dekkei, V ice President
McCaiui-Erickson Inc.

W. E. Matthews, Vice President Richard P. Jones, Vice President

J. Walter Thompson Co.

Young & Ruhicam Inc

''Tinn'biiyer\s age tends to match
youth of his media"

''For best buying, unified time
and space"

''Group buying, with the accent
on flexibility"

llllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllP^

operations range Iroiu ilu- all-iiicilia
plan of Y&R to the tlistinctly spe-
cialized broadcast buying organiza-
tion ot D'Arcy, with D-F-S occupy-
ing what it terms a "niitldle
ground."

In general agreement on who
makes the best radio tiniebuyer
(i.e. someone with above-average in-
telligence, an aptitude for figures, a
talent for dealing with people and
a flair for "creative planning") , the
six organizations outline similar job
progressions for their timebuyers —
but with differences in emphasis.

Itemizing what they consider to
be a radio timebuyer's biggest prob-
lems, the spokesmen are imanimous
on one in particular — the lack of a
stable, reliable rate structure. Com-
ments range from this subject ("It's
not a question of local versus na-
tional rates, but of 'off the rate card'
deals which reflect badly on radio")
to that of age ("Timebuyers may
tend to be young and inexperienced
— but so are the time sellers, who
frequently don't know important
marketing data about their own sta-
tion areas.") .

Timebuyers as a whole, according
to the six agencies, are on the aver-
age in their middle 20's or early 30's
and college graduates. Since World
War II, an increasing proportion are
women (about one-third of those at

\>LR, nearly hall ol those at .M-E) .

Where will radio timebuyers go
in agency work? The media men
queried by u. s. radio agree that with
ambition and ability the man (or
woman) who "watches the clock for
the client" will very likely move
up to a key position in his organi-
zation— probably in media itself, but
frequently in some other phase of
agency work.

Here's the way radio timebuying
ticks at the six agencies surveyed:

McCann-Erickson (with an estimat-
ed radio billing of $15 million) :
The New York (home) office, one of
10 in the United States, has a media
department of 115 people, of whom
20 are actively engaged in timebuy-
ing. William Dekker, as director,
guides the work of five associate me-
dia directors who function as group
heads for specific lists of accounts.
Each associate director, in turn, is
assigned both a print supervisor and
a broadcast supervisor plus as many
buyers, estimators and clerical per-
sonnel as are necessary for the re-
quirements of the accounts listed
(which range from 6 to 12 per
group) . The timebuyer, who is
usually under 30, has most likely
been promoted from an estimator's
position or recruited from the com-

2)any training program. Mi. Dekker
explains; it hired from outside the
agency, he will probably have two
or three years of agency experience
to his credit before joining M-E.

"We have a definite policy of pro-
motion from within," Mr. Dekker
emphasizes. "Of the 20 buyers and
supervisors who handle broadcast
media, six at present are the prod-
uct of our training for promotion.

"VV'e try to 'cross-pollinate' both
print and broadcast buying knowl-
edge at a natural point in the me-
dia man's development. Our direct
method is through transferring the
timebuyer to print when he reaches
supervisory level. Our continuing
process is through giving him 'total
media exposure' in recurring plans
sessions with the associate director
and print and broadcast supervisors."

At M-E, a detailed job descrip-
tion lists the responsibilities of the
timebuyer. Answering directly to the
broadcast supervisor, he is charged
with formulating specific plans for
assigned accounts, purchasing time
in accordance with the client's a]3-
proval and attending to subsequent
details as well as contributing his
ideas to the media group to which
he's assigned. In addition to analyz-
ing broadcast data and recommend-
ing and preparing media plans, the
list specifies, he negotiates contracts.

U. S. RADIO • March 1959

Louis T. Fischer, Vice President
Dancer-Fitzgerald-Sample Inc.

"As many field trips for media
people as possible''

Donald H. Quinn, Vice President
Doherty, Clifford, Steers &
Shenfield, Inc.

"Headaches: fluctuating prices,
short notice, paper work"

ilany K. Renfro, Radio-Tv Mgr.
D'Arcy Advertising Co.

"Develop a realistic rate card,
weekend packages"

lillilllilllililllllllllllillllllllllllllllllllllillllllllllllllllll^^^

interviews media representatives, ob-
tains merchandising cooperation
from stations, anci measures and re-
ports on results from broadcast
campaigns.

1 he age of timebuyers, says Mr.
Dekker, matches the relative youth
of their media.

"In the past 15 years, broadcast
with its faster pace and perhaps
more provocative nature has natu-
rally attracted the aspiring young
buyer," he notes. "There isn't a
well-defined body of experience for
him to draw on yet because there
hasn't been time for it to develop."

Timebuy problems: "We feel very
strongly on the subject of 'off-the-
rate-card' dealing," says Mr. Dekker.
"Preferential treatment for one
client and not the other is disturb-
ing, to say the least, and a timebuyer
never knows what to expect.

"In my opinion, a single rate, rig-
idly adheretl to, is the final answer
to this problem."

Future prospects for radio: Total
domestic billings in radio for M-E
during 1958 mounted 15 percent for
spot and 60 percent for network
over the previous year, Mr. Dekker
points out. (That 15 percent, ac-
cording to u. s. RADIO estimates, to-
taled better than |1.5 million, and
the 60 percent is about $500,000) .

"The rate of growth of our radio

usage will continue, perhaps not
quite so spectacularly as it did in
1958, but on a very healthy basis,"
M-E's media director predicts.

Dancer-Fitzgerald-Sample (with an
estimated ladio billing of |7.7 mil-
lion) : Louis Fischer's media depart-
ment of 50 people (excluding 15 in
the estimating department) oper-
ates on a "group" system similar to
M-E's. Associate media directors
and supervisors handle both print
and broadcast planning; their buy-
ers are generally assigned to specific
media, but some may handle several
and most "move aroinid" in the de-
partment during their tenure as
buyers.

"A timebuyer with us has usually
started as an estimator," says Mr.
Fischer. "Broadcast media is his
next move. From here he can go
into account work or other phases
of the agency, according to plan.

"We look for the quick, intelli-
gent applicant with mathematical
ability, someone who thinks beyond
the day-to-day job. We prefer some-
one with a liberal arts background
— a college graduate, but we don't
close the door to the present night-
school student."

There is a big advantage to the
agency, he believes, in recruiting

staff mcmbeis directly (Hit of school.
("This way they come to us 'un-
spoiled'.")

D-F-S makes a point of encourag-
ing its timebuyers (average age: 28)
to keep in close touch with the radio
medium. The agency fits in as many
field trips for its media personnel as
possible, and some buyers have
traveled extensively.

Timebuy problems: Mr. Fischer
enumerates two specific problems
that plague timebuyers, in addition
to what he considers the basic ques-
tion of rate structure. First, he says,
is the shortage of current reliable
data, especially as to kinds of people
who are listening, and second is the
myriad of station offers available at
buying time. On the latter point,
Mr. Fischer remarks, "Some station^
offer packages, others apparently
don't: each one has a separate sys-
tem. The timebuyer, with his own
time problem, is faced with making
quick, right decisions from a maze of
variables."

Future prospects: D-F-S is a
"strong" broadcasting agency. Mr.
Fischer refrains from forecastinsf, but
believes radio has "blue skies ahead"
if it can clear up the rate situation.

Young & Rubicam (with an estimat-
ed radio billing of $13.2 million):

(Cont'd on p. 46)

U. S. RADIO • March 1959

Chiquita Banana has a lot to say
about selling bananas the radio way.
Shell spend $1 million in the spring and fall
with 88 calories the constant call

Sixteen years as one of
America's top female vocal-
ists would be an enviable
record for any girl, not even consid-
ering her appearances in movies, tv
and countless magazines. Yet Chi-
quita Banana has accomplished all
this without ever learning a second
melody.

Chiquita first came to say that
bananas have to ripen in a certain
v.ay back in 1944. "She came for a
reason," declares C. W. Moore,
United Fruit Co. director of adver-
tising. "The war was nearing its
close and the trickle of bananas
coming into the country was soon to
expand terrifically.

"It was our goal to educate the
public to get the best possible enjoy-
ment and nourishment from ba-
nanas," he recalls. "Chiquita did

U. S. RADIO • March 1959

United Fruit Co. Radio Expenditures

1948

$ 168,000

1949

290,000

1950

169,000

1951

165,000

1952

65,000

1953

58,000

1954

40,000

1955

3,000

1956

400,000

1957

175,000

1958

675,000

1959

1,000,000

(U.S. and Canada)

liadicdL u[).s and downs in radio
expenditures are determined by
how much fruit is on hand.
Crops are often destroyed hy wind,
rain, floods and local conditions.

($60,000 of it to Canada) budgeted this year.

Buys Radio in Bunches

that job, sold bananas, and became
sort of an American folk heroine in
the process."

Chiquita has come a long way
since she was born at her Madison
Avenue home. Batten, Barton, Dur-
sline &; Osborn Inc., to the "maracas"
accompaniment of a box of paper
clips. This year, a |3 million over-
all advertising budget has been al-
lotted by United Fruit for Chiquita's
personal use, with one third of it
ticketed for spot radio.

"Out of the $1 million radio
budget," Mr. Moore explains, "some
$60,000 will go to Canadian radio
and another $250,000 into a special
fund. A fund, by the way, that illus-
trates our contention that radio is
the most flexible of all media."

The special radio fund, as inter-
preted by Tom Bull, United Fruit

account executive at BBDO, is held
in reserve in case of a sudden influx
of bananas into the country.

"Bananas are a luiique product,"
says Mr. Bull. "You cannot regulate
the supply, due mostly to the weath-
ei. Last spring, for example, we had
a call on a Thursday afternoon tell-
ing us of a surplus of fitiit and were
on the air with annoiuicements all
over the country by Monday morn-
nig. The announcements were live
until ET's could be sent out. The
budget for this came out of the spe-
cial fund."

The bulk of the 1959 radio outlay
will go to two flights of spot an-
nouncements, one scheduled to last
21 weeks from April through August
and a similar one to begin in the
fall. The initial flight will cover 49
markets, including a minimum of

125 stations, with the announce-
ments reaching 82 percent of Ameri-
can radio homes, Mr. Bull reports.

United Fruit's appropriation for
radio advertising, at its peak this
year, has had radical and unpredict-
able tips and downs since ^Vorld
War 11 (see chart) , illustrated best
perhaps by the years 1955 ($3,000
radio outlay) and 1956 ($400,000) .

"The 1955 outlay of only $3,000
is an outstanding illustration of
what we use radio for," says Mr.
Moore. "Magazines are our basic
medium year after year for long
range educational and institutional
advertising, whether we have fruit
on hand or not. Radio is used when
there is fruit on hand, because radio
sells bananas.

"The low budget years reflect no
lack of enthusiasm for the medium,"

U. S. RADIO • March 1959

he asserts. "They reflect how much
iruit there was to sell. Floods and
storms and local conditions affect
our supply, i;ut when we have the
fruit — when we want people to go
out and buy it — we hit the airwaves.

"Last spring, Ave xised 151 stations
all over the map. This spring," Mr.
Moore reveals, "we are going to be
on radio more than ever."

Radio First

That should l)e fine w ilh CJiicjuita,
for radio was her first medium and,
in Mr. Bull's words, "the mediimi
that made her famous." In her
early days, she was the darling of
the big network shows, making guest
appearances with Fred Allen, Edgar
Bergen, Alec Tempk ton, Bert Lahr,
Dinah Shore, Don McNeill and even
Lllery Queen. She provided songs
and laughs, and ditln't hurt banana
sales either.

United Fruit's radio strategy is
built on three levels, BBDO's Mr.
Bull points out. They are:

• The regularly scheduled cam-
paigns of sjK)t announcements.

• l^he special campaigns when
there is an overly plentiful sup-
ply.

• Special promotions, such as
cooking lectures, sponsored by
local stations with participation
by United Fruit, other national
organizations and local firms.

"During regularly scheduled cam-
paigns, Chiquita lias done much of
her educational work," says Mr.
Bull. "This is necessary because
bananas are an luiusual product.
When they ripen on the plant, they
have an insipid taste; when allowed
to ripen after picking, tlieir full
flavor comes out. This is fortunate,
by the w-ay, because if they were not
picked until full ripening UF could
never get them to the dinner table
on time.

"During the special campaigns,"
lie goes on, "we send out fact sheets
to allow local personalities to ad lib
the message. We find that local ra-
dio gives us the advantage of an
atlded testimonial from the disc
jockey or home economics broad-
caster when we need it — when we

C. W. Moore, United Fruit Co.
Director of Advertising

''When we have the fruit — when
we imnt people to go out and buy
it — ive hit the airivaves. Radio is
used when there is fruit on hand
because radio sells bananas. This
spring ive are going to be on radio
more than ever"

have to moxe the iruit off the
shelves."

Announcements for a special
event, such as participation in the
(ooking schools, include the usual
commercial plus a reminder that
Chiquita will be in town, Mr. Bull
explains.

"VV'e want Cliicjuita to reach ev-
erybody," he states. "Timebuyer Ted
Wallower schedules most spots in
the daytime, between 7 a.m. and 6
j).m., five to six days a week.

"We concentrate primaiily on
housewi\es, but not exclusively. On
a per capita basis, lor instance, chil-
dren consume more bananas than
anyone else."

Hit Jingle

Her fusi camjjaign, back in 1945,
was built around what Mr. Moore
calls, "Along with 'Pepsi-Cola hits
the spot' the most memorable and
accepted of all the commercial jin-
gles." Very rare was the person who
could ncjt hum:

I'm Chiquita Banana and

I ' ve come to say
Bananas have to ripen in a

certain way.
When they are flecked with

brown and have a golden

hue

Bananas taste the best
and are the best for
you.

You can put them in a salad
You can put them in a pie —
aye

Any way you want to eat
them

It's impossible to beat
them.

But bananas like the cli-
mate of the very, very
tropical equator

So you should never put
bananas

In the refrigerator . . .

No , no , no , no I

U. S. RADIO • Marcfi f959

The men behind Chiquita Banana gather at BBDO offices to discuss
latest spot radio effort. Seated (left to right) are: Ted Wallower,
timebuyer; Tonn Bull, account executive; C. W. Moore, United

Fruit Co. director of advertising, and Bill Ballard, copywriter.
Standing are (from left): Val Ely, BBDO traffic coordinator; Charles
Stirn, assistant to Mr. Moore, and John Irvin, asst. act. executive.

With music by Len MacKenzie
and the original lyrics by Garth
Montgomery, Chiquita Banana was
first sung to a calypso rhythm.
"She's since survived the rhumba,
bolero, tango, samba and American
jive, among others," says Mr. Moore.
"This year, of course, it's the cha-
cha."

Her lyrics have changed as often
as her rhythm. "After the war, when
Chiquita and the 'refrigerator' were
quite well known," Bill Ballard, her
current lyricist recollects, "she as-
sisted in the food-for-Eiuope cam-
paign:

I'm Chiquita Banana with a

message grave
About a million children

that we want to save . . .

"In the following years," says the
BBDO copywriter, "she concentrated
on suggesting recipes that use ba-
nanas. Then she tackled the prob-
lem of better nutrition — 'bananas
are wholesome . . . and then some.'

"This year she will stress 'calorie
low, vitality high,' " Mr. Ballard
continues, "plus bananaslang — such
things as 'havabanana' and 'addaba-
nana' to the diet."

Happy Selling

Mr. Ballard credits much ol Chi-
quita's popularity and success to her
happy approach to selling. "Banan-
as have always been sort of a 'fun'
food, anyway," he notes. "The
thought of kids eating bananas, or
the inevitable monkey, has always
brought a smile.

"I think this jingle has lasted
longer than any other because it has
always retained the happy approach.
,\s for the copywriters, we don't
often get the chance to play around
\vith lyrics to an established piece of
music, to dabble in poesy, so to
speak. Chiquita keeps us happy,
too."

As Chiquita's voice is her fortune,
any changes are handled very care-
fully by UF and BBDO. Her orig-
nial alter ego was Patti Clayton,

followed by Elsa Miranda, Monica
Lewis and Darlene Zito. This year,
UF will annoinice soon, recording
star June Valli dons the fruited bon-
net.

The 1958 to 1959 theme, "calorie
low, vitality high," is a further at-
tempt to try to step up consumption
of bananas. "For some reason." says
UF's Mr. Moore, " women think ba-
nanas are fattening. Several surveys
have indicated that to us.

"When the Department of Agri-
culture came out with the figures —
that a medium banana contained
only 88 calories — we had a natural
copy theme. .Most housewives knt)w
the nutrition story already, so UF
i« telling them they can well afford
only 88 calories to get the well-
ronnded vitamins and minerals in
bananas."

When United Fruit tells them,
that means Chicjuiia tells them. .\nd
she has an enviable record of getting
her message across.

"I like jingle advertising," says
Mr. Moore. As Chiquita's boss, why
not? • • •

U. S. RADIO • March 1959

Radio Researcli
in Evoiution

An analysis of the changing needs
of radio research. A report on the
latest activities by research firms
and their views of qualitative data

The splash Ai c hiinedes
iiiacie hopping into his bath-
iiib some 2,200 years ago
sounded a new note in scientific
measurement. Besides sloshing up
the floor, it estal)lished an undis-
puted principle, that of equal dis-
placement.

Totlay radio — like all media — is
trying to establish a similar (though
tidier) scientific measure of its impact
on the American public. But the
medium is faced with a more com-
plex problem of computation than
the learned Archimedes. Its audi-
ence, in or out of bathtubs, auto-
mobiles, kitchens, basements and/or
living rooms, comes in all sizes,
shapes, ages, and income and educa-
tional levels with a variety of listen-
ing habits.

How can you measure, scientifi-
cally, the splash radio makes in 51.1
million homes across the nation?

Three radio research firms — C. E.
Hooper, A. C. Nielsen and The
Pulse — are trying three different
methods to achieve this same goal,
■each seeking more accurate research
data. But with their different tech-
niques (Nielsen's audimeter and
recordimeter, Hooper's telephone
coincidental and Pidse's roster re-
call) , all are increasingly aware of

the importance of the newer quali-
tative research in addition to the
more established quantitative
research.

The year 1959 looms as a mile-
stone in the advancement of radio
research projects that will throw
light on who is listening and why.

C. E. Hooper Inc., for example, is
planning to release in .April, accord-
ing to its president, Frank Stisser, an
audience composition study dealing
with the ages of adult listeners in 65
cities over a six-month period.

Programming Aid

The survey will attempt to deter-
mine adult ages for the benefit of
both the stations' programming per-
sonnel and the timebuyer and client.
Since adults do most of the country's
buying and since young adults buy
more than elderly persons, it will be
very useful, Mr. Stisser believes, to
know which stations and programs
appeal to which age groups. The
programmer can adjust his schedule
accordingly and so can the client
who knows in what age group his
potential customers will be found.

The Pulse Inc., branching out in
another direction, will begin also in
April, according to Dr. Sydney

Roslow, president, to extend its
regular radio surveys from one week
to four weeks in every case.

Whether a market is surveyed
once a year or six times, Dr. Roslow
says, the study will last for four
weeks in order to give a truer pic-
ture of a station's performance by
averaging out listenership over a
longer period. This new method
will eliminate distorted impressions
sometimes obtained in the one-week
surveys when special situations, such
as an outstanding sports or news
event, might tend to create atypical
ratings, he believes.

On its part, A. C. Nielsen Co. is
planning a considerable expansion
in its local radio coverage (it now
encompasses about 35 markets) ,
according to A. M. Wharfield, vice
president.

In the past few years, media re-
search in all fields has become more
concerned not only with the exact
science of head counting, but with
what is still the inexact science of
human behavior. Researchers recog-
nize, however, that it's a moot point
whether the why's of human be-
havior will ever be reduced to the
present precision of linear and area
measurements — except in a media
buyer's dream of paradise — or to the

U. S. RADIO • March 1959

Plans in April to extend its regular radio surveys from one
week to four weeks, whether a market is surveyed once a
year or six times. This is desi<*ned to a truer picture
of a station's regular performance.

HOOPER

Expects to release in April an audience composition study
dealing with the ages of adult listeners in 65 cities. The
study, in the works for six months, is expected to aid sta-
tions, clients and agencies.

Plans a "considerable" expansion in its local radio cover-
age (which now encompasses about 35 markets).

precision of the head

potential
count.

The demand for qualitative re-
search is growing. And evidence of
new research projects of this type are
appearing with greater frequency.

A definition of qualitative re-
search is supplied by Alex Gochfeld,
\\ce president in charge of research
of The Institute for Motivational
Research, whose firm recently com-
pleted a study for KPRC Houston.

According to Mr. Gochfeld, quali-
tative research consists of in-depth,
personal interviews which make use
of indirect questioning and projec-
tive techniques, and take anywhere
from one to three hoius. (A projec-
tive technique is defined as any test-
ing device allowing the respondent
to project himself into another's
situation without necessarily identi-
fying it with himself on a conscious
basis. It involves use of pictures and
diagrams.)

Qualitative or motivational re-
search — which are the same, accord-
ing to Mr. Gochfeld — are designed to
determine not only what brand of
cigarettes is smoked, for example,
but why it is smoked, and is useful
because it enables the seller to
understand the reasons his product

does or does not appeal to the
public.

In addition, he says, the indirect
questioning of a respondent fre-
quently produces more accurate re-
sults than direct questioning because
the interviewee is often self-conscious-
ly influenced in direct questioning.
Matters of prestige or a simple
desire to tell the interviewer what
will please him are factors.

It must be pointed out that this
strictly-defined conception of quali-
tative research involving the why's of
audience preferences is not neces-
sarily the only or principle standard,
valuable though it is.

Same Basic Job

The basic jol) in radio research
still remains the determination of
relative numerical listenership just
as it did 30 years ago.

The Nielsen company, for exam-
ple, provides cimiulati\e measrne-
ments of radio listenership on a
daily, weekly and monthly basis. In
addition, the firm tabulates this in-
formation by sponsor, thus enabling
the agency and client to estimate
actual and potential listenership
during a given or projected cam-
paign. Mr. Wharfield points out
that cumulative audience is impor-

tant as it never was in the days be-
fore tv because advertisers now buy
radio for its long-range, cumulative
effect, not necessarily for the size of
its audience at a given moment.

Both Nielsen and Pulse also pro-
vide on a regular basis infonnation
reeardins aee, economic status, and
other facts about the listeners. Hoo-
per, according to W. Bruce McEwen,
executive vice president, is presently
"engaged in experimental work in
this field, evaluating both the work
and the market for it as nertaining
to the Hooper operation." Its pre-
viously mentioned study of adult
age groups ^vould fall into this
category.

All three firms are currently busy
with considerable market research,
which while not part of their broad-
cast operations, mav often be correl-
ated to radio or television research.
For example, by studying sales of a
given product in a market it is possi-
ble to judge the effectiveness of a
particular broadcast campaign on
the basis of whether sales remain
constant or increase.

The field of radio research has
expanded from measuring how many
people have their sets tuned to a
given program to include measuring
manv of their specific characteristics
and attitudes.

U. S. RADIO

March 1959

RESEARCH

Qualitatively, radio research is a
comparative youngster. Attitude-
finding is a vastly expensive process
involving also enormous outlavs in
time and effort.

According to Nielsen's Mr. Whar-
field, "True qualitative research in
radio can only be undertaken if in-
dividual companies can he found to
foot the bill. Since it must be cus-
tom-tailored to fit the client's needs,
it is very difficidt to get a group of
advertisers or stations together who
are uilling to pay for it and who
could profit fiom the same inter-
view content. This is more true
of radio than any other major
mediiuii because clients as a whole
don't have the investment at stake
that they do in other media, and
therefore don't seem inclined to
spend as m u c h for in-depth
research."

So far, most of the (jualitative
research done in radio seems to have
been commissioned not by adverti-
sers but 1)\ i)r()ad( asters who are

anxious to use it to sell and improve
their stations, and nuich of it has
l)een done by qualitative researcli
firms, specializing in that field alone.

I'ldse also has devoted a fair share
of its recent activities to the field
of qualitative measurement. An ex-
ample is a study it recently did for
\V' estinghouse Broadcasting Co. This
study was designed to ascertain the
station's public image and sales
effectiveness.

According to Melvin Goldberg,
research director for Westinghouse,
The Pidse provided the sample and
the interviewers and WHC supplied
the jjsychological techniques as
drav^ii iq) by several eminent psy-
chologists.

Cartoon Method

One of the projective technicjues
enqjloyed involved the use of car-
toons containing stick figures. A
sample cartoon might show a lady
shopping in a siq)ermarket. The in-
terviewer woidcl ihc ii ask the respon-

dent what brand of coffee the car-
toon figure was buying, the answer
purporting to represent the respon-
dent's own choice.

Another question would incjuire
as to the radio station the cartcjon
lady would probably listen to most.

Mr. Goldberg states that by cor-
relating the two answers he can de-
termine what station (s) is (are) do-
ing tire most effective advertising
jof) (or that product.

In a similar test also using car-
toons, the picture might be that of
a radio witfi somecme listening and
tlie respondent would be asked to
complete the sentence "The radio
says. . . ." Then the interviewee
would be asked what station the
stick figure was listening to.

In this way, by comparing the
station and what it "said," Mr.
Goldberg was able to get a picture
of the station as a strong news,
popular music, talk station or what-
ever the case might be.

According to Pulse's Dr. Roslow,

'IIIIIIIllrailllllllillllllllllllllllllllllllllllllilllllllM^^^^^^

Origin and the Techniques

Radio measurement as an organized business celebrates
its 30th anniversary this year — having originated in 1929
in New York with the inception of the Cooperative Anal-
ysis of Broadcasting.

CAB. radio's first continuing measurement service, was
conceived principally as the result of a test study made by
Archibald Crossley, who used a recall method in which he
inquired what programs the respondents had heard the
day before.

Grasping the value of such sampling data, the Associa-
tion of National Advertisers joined with the American
Association of Advertising Agencies to found CAB, a non-
profit organization which retained Mr. Crossley and his
method to produce audience reports for subscribers in-
terested in evaluating their program investments.

Five years later, in 1934. Clark-Hooper Inc. of New
York, a firm which had been measuring print advertising
effectiveness, branched out into the radio field to compete
with the then firmly established CAB. Its measuring method
differed from CAE's in that it was based on a telephone
coincidental, rather than past Hstening. It was also de-
signed to serve the seller as well as the buyer of radio
time.

In 1938, Clark-Hooper split into two firms, with Mr.
Hooper's company continuing to measure radio as C. E.
Hooper Inc.

Expanding rapidly, the Hooper organization in 1946
took over CAB's subscriber lists and that firm went out of
business.

During the late 1930's and early 1940's while CAB and

Hooper enjoyed a virtual monopoly in the commercial
radio research field, experimentation was under way on a
mechanical device which would measure sets in use. Com-
ing into the market in 1943 as the "audimeter," this meas-
uring mechanism became the basis of the A. C. Nielsen
Co. technique.

At approximately the same time, in 1941, another firm
employing a third technique appeared on the scene as The
Pulse Inc. Headed then as now by Dr. Sydney Roslow.
Pulse measures radio audiences through a roster recall
system in which respondents are interviewed personally
and asked to describe recent listening with the help of a
written log of stations and programs.

As the 1940 s wore on, all three firms — Hooper, Nielsen
and Pulse — added tv measurement to their activities. In
1950, however. Hooper sold both its national radio and tv
reports to Nielsen, confining itself from that point to the
measurement of radio and tv on the local level.

Five years later, in April 19.5.5, shortly after the death of
Mr. Hooper, his company concluded an agreement with
the six-year-old American Research Bureau transferring to
that firm the Hooper local television operation.

At the present time, Pulse and Nielsen continue in both
radio and tv measurement, while Hooper operates in local
radio. All three firms engage in considerable market re-
search in addition to their broadcast activities.

As of last year. The Pulse measured radio audiences in
194 markets, Hooper in 151 and Nielsen in 32. In addi-
tion, Nielsen and Pulse report radio audiences on a na-
tional level.

iiiiiiiiiiiimiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^

U. S. RADIO • March 1959

ihis type ol icsciiKli will iilili/x'cl
nioie and nioic by stations to dctci-
mine two major lattors: "Ihe sta-
tion's image or a iirogram's image
and the audience's image; that is,
what type of image the station
creates in the public mind, and what
type of people are attracted to that
image."

This kind of researc h is becoming
more and more important today, he
feels, because as radio stations de-
velop all over the country and coin-

Frank Stisser
President, C. E. Hooper Inc.

petition becomes stiffer, each station
is tending to carve out a specific
niche for itself rather than trying to
appeal to everyone.

Thus, Dr. Roslow points out, it
is essential for a station owner to
knoW' exactly where his operation
stands. More details are needed re-
garding the characteristics of each
share of audience, so that the station
will have something definite to sell.

Not Interested

Tackling the same subject from
another angle, Hooper's Mr. Stisser
says, "If a station has a king-size
whack of the audience in its market,
it's not so interested in qualitative
data as the station with a smaller
share."

Mr. Stisser, while firmly believing

in ilic iinpoi lane (■ ol lalings as a
loiulistone lor (lieiil and agency
decisions, believes that now is the
time to move ahead to include both
increased statistical daia al)ont
listener characteristics and more- in-
lormalion as to their attitudes.

Me also believes expense will be
a complicating factor and points out
that on an agency as well as the
client level radio research sulfers.
"The agency with most of its bill-
ings in other media doesn't spend

Dr. Sydney Roslow
President, The Pulse Inc.

the time on radio research that it
does elsewhere."

Both Afr. Stisser and Dr. Roslow
declare that one of the biggest prob-
lems facing researchers today is the
misuse and abuse of their informa-
tion by agencies and stations alike.
As a substitute for additional accu-
rate research, shortcuts are often
taken by declaring the present find-
ings proof positive where they are in
reality proof relative.

It is ironic, in the opinion of
Messrs. Wharfield and Stisser, that
today when pinpoint accuracy on an
ever-growing target is more vital
than ever before in radio research,
less money and less interest are be-
ing made available for it.

Perhaps the ultimate purpose of
radio research — as with all studies
in mass liehavior — was best ex-

pHsscd some years ago In M.iiilicw
.\. ( Iiappell, co aiiihor with the late
Ml. lloojjei of the book, "Radio
Audience Measurement," and now
piolcssor of psychology at llolsiia
College, Hempstead, N. Y.:

".All advertising and media re-
search is psycliological research . , .
while it is true that this new science
ol mass behavior is concerning it-
self almost entirely with the mea-
surement of specific instances, the
w'orker in the (lelcl should never Icjse

A. M. Wharfield
Vice President, A. C. Nielsen Co.

U. S. RADIO

March 1959

sight of the fact that the ultimate
goal is to abstract general principles
which make the more wasteful mea-
surement of specific instances un-
necessary.

"We are in our infancy. As we
grow up, the goals — ^general princi-
ples— will be achieved."

The Beginning

In its effort to achieve these gen-
eral principles, radio research is
measuring specific instances in more
categories than ever before. The
field of attitude finding in the
broadcast media has just begun to
be explored.

In the next few years, station
management and advertiser alike
will determine just how far this new
horizon in radio research will
extend. • • •

advertising-sales promotion manager.

Esso's Radio

This pioneer developer of news sponsorship
is placing $1.5 million in radio in 1959.
'Esso Reporter/ nearly 25 years old, is
supplemented with seasonal spot buys

Esso Siaiul.iiil Oil Co., known
tor reseaidi and development
techniques in its own indus-
try, has applied a similar stratagem
in its use of radio since the early
days of the medimn.

Esso, which is placing an estimated
|E5 million outlay in radio in 1959,
pioneered the use of news sponsor-
ship nearly 25 years ago. This same
program, Your Esso Reporter, is still
the chief pipeline in the company's
radio use from Louisiana to New
England.

Continuing media research proj-
ects by the firm and its agency, Mc-
Cann-Erickson Inc., New York, have

not only kept pace with the chang-
ing role of radio, but have justihed
widening and varied uses of the
medium.

Today, Your Esso Reporter is cur-
rently running on 35 stations in 31
cities. This is often supplemented
with "heavy" use of spots during
limes of special promotions.

Among the chief statistics that are
leporied at the base of Esso's radio
use are these: About 88 percent of
all cars on the road are equipped
with radios and a potential 18.5 mil-
lion radio homes are in the firm's
18-state (plus D.C.) marketing area.
Moreover, research also has shown

that in 1958, Esso newscasts were
reaching 3,895,000 families in each
four-week period.

This Esso campaign on behalf of
its service station products (gaso-
line, motor oil, tires, batteries and
accessories) devotes a little more
than .1500,000 in spot radio an-
nouncements to supplement Yotir
Esso Reporter. Most of these spots
are bought during the peak driving
times of the year, such as vacations
and holidays.

The general sjjot radio effort is a
completely separate buy from the
Your Esso Reporter campaign. Sta-
tions for the seasonal announcement

U. S. RADIO • March 1959

Pipelin

drives are bought on the basis of
tadBbest availabilities.

The states included in Esso's mar-
keting area are: Maine, Vermont,
New Hampshire, Massachusetts,
Connecticut, Rhode Island, New
York, New Jersey, Pennsylvania,
Delaware, Maryland, District of Co-
lumbia, Virginia, West Virginia,
North Carolina, South Carolina,
Tennessee, Arkansas and Louisiana.

Throughout the meteoric rise of
television viewing, Esso Standard
maintained its faith in the radio
medium and kept pace with changes
in listening patterns. It recognized,
for instance, that as television

ill

311

IIIL

emerged as an entertainment me-
dium and helped fill the living
room, radio tended to become high-
ly personal and could be enjoyed at
the beach or in the mountains as
well as at breakfast or driving to
work. The current general Your
Esso Reporter alignment of two 5-
minute programs daily in the morn-
ing hours over 35 stations reflects a
calculated decision to tap the strong
male composition of the heavy-lis-
tening early audience.

Esso, explains Robert M. Gray,
advertising-sales promotion manager,
believes in using all media because
the easoline business is a mass busi-

ness and the company feels it must
utilize every mass medium. Radio,
therefore, with its potential of 18.5
million radio homes in the I8-state
Esso marketing territory, figures sig-
nificantly in Esso's scheme of things.

"An important reason for the lon-
gevity of the program," says Curt
Peterson, of McCann-Erickson's Tv-
Radio Program Services Division,
who has been associated with the
program since its inception, "is its
flexibility. \Ve can, for example,
feature commercials selling anti-
freeze in New England in October
while at the same time we are sell-
ing fall oil changes in Louisiana."

Iilili U. S. RADIO • March 1959

Working uiidei iMr. Peterson in
the area of station relationships is
Peter Sloan. He spends nuich of his
lime in the field, visiting stations,
observing the handling of promo-
lions and the programs themselves
and making suggestions lor imjjrove-
ment.

As stations carrying Your Esso Re-
porter achieve significant aimiver-
saries of association with Esso, the
sponsor presents them with apjiro-
priate plaques noting those events.
The sponsor-station relationship has
a liigh degree of stability. Five of
Esso's original stations, lor instance,
have carried the program uninter-
ruptedly since its inception and sex-
en have carried it for 20 vears.

Radio is also made to order for
heavy use of spots whenever the
company feels a need temporarily to
augment its basic, continuing effort.
Such occasions arose in 195(), lor
example, when Esso pioneeted a
three-grade gasoline marketing svs-

lem with Golden Esso Extra and
last year when it brought out New
Formula Esso Extra.

Esso, with its Your Esso Reporter
program, pioneered the five-minute
radio news formal in C)ctoi)er 1935.
It has consistently suppoi ted this
piil)lic-service activity through the
nitervening years.

Two Requirements

Radio is a uselid advertising me-
dium lor Esso because, the company
states, it satisfactorily fulfills two of
the sponsor's requirements. Since
all Your Esso Reporter programs are
locally jjrcxluced, the special prob-
lem created by the regional nature
ol I'.sso's marketing operation is au-
tcjmatically solved. With 88 percent
of all cars on the road ecjiiipped
with radios, this medium enables
E.sso to reach its customers and pros-
pects wiifi audio messages while
they are actually using petroleum
products.

Promotion and Merchandising

Stations within Esso"s marketing area have pioneered along with tlie adver-
tiser in the development of local promotion and merchandising support.

As an example, WFBR Baltimore ran two promotions during the summer
of f958 — one a contest and one keyed to community service, fn a "Lucky
License" contest, selected plate numbers previously seen in Esso stations
were broadcast. Their owners, upon hearing WFBR and phoning the station
within two hours, received the cost of the plates from WFBR.

The second promotion, designed to "provide a service for motorists, create
good will for Esso and build traffic to the service stations" was the "Esso
Litterbags" distribution. More than 40.000 large bags were provided, so
that motorists would have a convenient place to throw trash. WFBR aired
262 announcements linking Esso to the anti-litter campaign.

Stations have long made an event out of anniversaries of their association
with Your Esso Reporter. WSAZ Huntington. W. Va.. for its first anniver-
sary last summer, took the following steps:

Announced the event in a letter to all Esso dealers: featured Esso on the
cover of the monthly program schedule; sent merchandising manager on
visits to area dealers to create enthusiasm; broadcast a dozen "courtesy"
announcements a week promoting Your Esso Reporter; used all open spot
times on the anniversary date to commemorate the event; took newspaper
ads in two local papers on the anniversary date, and provided window
posters for area Esso dealers.

silllllllllllll

Esso was no stranger to radio
when it estal)lishcd the five-minute
news format on radio. It had, for
example, sponsored network shows.
One of these was a half-hour produc-
tion featuring Guy Lcjmbardo and
his oicheslra that was called Lorn-
bardo Road. Another was a five-a-
week series known as Eive Star Einal.

The old United Press Associa-
tion— precursor of the present Unit-
ed Press International — indirectly
picjpelled Esso into radio news. In
19.3.5, UP abandoned its policy of
providing its service to newspapers
only and offered its news service to
the National Broadcasting Co.

NBC^, in turn, offeied Esso an op-
portunity to iniy this news service
in 15-minute segments. After a
huddle with its then radio agency —
Marschalk & Pratt — Esso said it was
more interested, to attain frequency,
in fcntr 5-minute headline news pro-
granrs, six days a week. NBC had to
create a five-minute rate to accept
this order, but did so.

The first Your Esso Reporter
v/ent on the air on October 7, 1935,
over 14 stations in 13 markets (two
stations were used in New York) .
The basic approach has not under-
gone material change since then.
Esso supjjlies its stations with stand-
ard openings, closings and commer-
cials. The stations are responsible
for the selecting of news services and
the news content of programs.

"Our }'our Esso Reporter pro-
grams have endured through the
years," says Mr. Gray, "because we
have insisted upon scrupulous ad-
herence to the fundainental Ameri-
can principle of freedom of the
press.

"In our written instructions and
suggestions for our stations, we
make this stateinent:

Selection of news service
and news content is the
responsibility of the
local station, without
sponsor limitation or
restriction.

U. S. RADIO

March 1959

"Oin stalioiis aiul we know," con-
tinues Mr. (iray, "that most listen-
ers associate the news coverage of
Your Esso Reporter with Esso itself.
That's why the news cannot, and
must not, have any tinge of bias.

" 'Report the hard news,' the sta-
tions' instructions state. Report-
ing all the facts is the responsibility
of our free press. It is important to
renicniber that editorial interpreta-
tion can result in serious embar-
rassment to the station, or to the
sponsor, or to both. There is no
editorial interpretation in reporting
ihe news as it happened. On more
than one occasion the sponsor has
been involved in an unflattering
news incident on the sponsor's own
program. That's a calculated risk,
because news 7mtst remain invio-
late."

Not only does the Your Esso Re-
porter program have an enviable
lecord of integrity, but it also has
earned a notable reputation for pub-
lic service. During 1958, for ex-
ample, it carried 6,568 appeals, cov-
ering 19 different causes supported
by the Advertising Council, from
Red Cross to Cancer Fund to High-
way Safety.

This close relationship with the
Advertising Council stems from two
facts. Support of public-service
causes is part and parcel of Esso's
corporate policy. Furthermore, Mr.
Gray is a former director of the
coimcil and has served as volunteer
co-ordinator of several of its cam-
paigns. Last spring, for instance,
he was co-ordinator of the coimcil's
"Confidence in a Growing America"
campaign ^\•hich was designed to
combat the recession then prevail-
ing.

In 1958, according to A. C. Niel-
sen's figures, the Esso newscasts,
varying in frequency from 12 to 24
a week, were reaching 3,895,000
families in each four-week period.

With this kind of penetration, the
company's 1959 plans assign radio
a continuing important role in mar-
keting strategy. • • •

Transportation display is part of merchandising and promotion provided for Your
Esso Reporfer program by station WWL New Orleans. Air times are stressed.

WNOX Knoxville, Tenn., arranges window display such as this one, highlighting a
point of Esso's ad copy for a particular season — spring, and attendant oil changes.

U. S. RADIO • March 1959

K One day a few weeks ago,

^ the president, the marketing
vice president, the vice pres-
ident in charge of advertising and
five other top-level company and
agency executives of one of Amer-
ica's blue-chip corporations sat still
and listened for an hour to a radio
presentation.

The total annual salaries of the
corporate and agency executives as-
sembled: $350,000. The amount of
money in executive time the com-
pany had to invest in order to sit in
on the session: A minimum of $250.

The organization responsible for
the presentation: Radio Advertis-
ing Bureau Inc.

Not all presentations made by
RAB each month are to billion-dol-
lar corporations, but this brief scene
describes what takes place more than
SCO times each month whatever the
size of the company or agency re-
ceiving the presentation. It is the
firing line phase of RAB's national
sales effort, one of the important
corners in the bureau's triangidar
bid to win more local, regional and
national advertising dollars for radio.

RAB's national sales effort to Increase
advertiser use of spot and network radio
is gaining force. Here's how it works.
The case in study is Pepsi-Cola Co.

Pusliing

lion in the medium, with the local
bottlers around the country adding
almost $3 million (see Pepsi and
Bottlers 'Keep Up to Date' With
Radio, August 1958) .

The complete radio plans for
1959 have not yet been made known,
partially due to a recent change in
top executive functions in advertis-
ing and marketing. A report from
the company last December, how-
ever, indicated that Pepsi in 1959
will once more be counting on the
aurally-delivered sales message for
"more bounce to the ounce" (See
Time Buys, December 1958) .

The role of RAB in its national
sales effort is not only to encourage
new and increasing use of radio, but
also to keep steady radio advertisers
even steadier. And so with Pepsi,
an RAB account executive can
chart seven major calls he made on
the client and its agency for a year.
The schedule and the points cov-
ered read something like this:

January 1958 — Basic presentation
by RAB account executive Rowland
J. Varley to the vice president and
director of advertising. This was

1 his year, a supreme effort is be-
ing made at the national level. The
bureau has seen storm signals rising
on the national spot horizon and is
taking extra steps to counter what
it considers "false economy" on the
part of some advertisers.

According to John F. Hardesty,
vice president and general manager,
RAB has mapped plans for the most
intensive radio promotion campaign
ever attempted at the national level.

Just how the national sales activ-
ity is developed and executed is a
story based on a carefully drawn
plan. The campaign is composed
of a series of successive steps. There
is no "one-shot" presentation.

Typical of the RAB method is the
record of presentations made to
Pepsi-Cola.

Pepsi, of course, has a long history
of radio use. Its early radio com-
mercials— "tAvice as much for a
nickel, too" and "more bounce to
the ounce" — have made jingle his-
tory. In 1958, the parent company
continued to be an important user
of network and spot radio, spend-
ing, it is estimated, about SI. 2 mil-

U. S. RADIO • March 1959

1. Before making presentation
to Pepsi-Cola, research into com-
pany and its ad strategy is silted
by (1 to r) : Rowland Varley,
RAB accomit executive; Robert
Alter, regional sales manager,
and Mildred Curto, exec. asst.

National Sales

the basic soft drink pitch containing
about 25 slides. Radio's story was
told in the light of new marketing
facts affecting the carbonated bever-
age industry. Radio's ability to reach
vast numbers of soft drink consum-
ers was highlighted. Comparisons
of radio's reach with that of com-
petitive media were also made. RAB
data on the sharp decline in news-
paper penetration outside the city
zone aroused special interest.

April 1958 — Another meeting with
the director of advertising, with the
emphasis this time on radio's "last
word" advantage over other media
in reaching shoppers. RAB's "Last
Word" study among supermarket
customers was discussed. The im-
portance of impulse sales in market-
ing soft drinks was used by Mr. Var-
ley to drive home the advantage of
reaching customers as close as pos-
sible to the time of sale. The im-
mediate reaction to this meeting was
an invitation to sfiow the "last
v/ord" facts to Pepsi's agency.

April 1958 — Presentation of the
"last word" facts to the account ex-
ecutive at the Pepsi agency, Kenyon

2. Selecting the soft drink commercials he will play for Pepsi
people, Mr. Varley goes through library containing 3.500.
Without them, Pepsi admen would have little oppoitunitv to
hear other firms' transcriptions. Admen may even pick up
some help on creating commercials for their own products.

V. S. RADIO • March 1959

& Eckharcit Iiu. At the same liine,
RAB's "Mohawk" pieseiitatioii was
delivered. This consisted ol a group
of selected cominercials prepared by
other soft drink firms. Intense inter-
est in this collection was shown by
the account executive and tlie pos-
sibility of adapting some of the
"sounds" used l)y a small regional
bottler was considered.

September 19'>S — A third session
with the Pepsi advertising director,
repeating the "Mohawk" presenta-
tion given to the agency. Pepsi's ad-
vertising plan with regional bottlers
was also discussed for the ])urpose of
increasing radio acli\ iiy locally.

December 1958 — Anotiier meeting
with the advertising director for
presentation of RAIVs Golden Rec-
ord Award to Pejjsi for ha\ing pro-
duced one of the eight best commer-
cials of the year. A discaission of
significant (reative trends was also
held which resulted in an invitation
to see the agency next month ^vith
another soft drink presentation.

January 1959 — Presentation to the
account executive and members of
the Pepsi creative group at Kenyon
& Eckhardt. The basic soft drink
presentation was revised and em-
phasis was placed on regional and
local advertising. A return engage-
ment at the agency was set for the
following w'eek.

January 1939 — This presentation
to the K&E account group was an
attempt to draw off national adver-
tising money now being jjlaced ^vith
television and magazines. RAB's
just-completed Adult Audience Pat-
terns, a radio vs. tv presentation,
was featured. Pointed out was ra-
dio's ability to deliver consistently
strong adult audiences throughout
the broadcast day. Pepsi was in the
process of preparing material for its
own bottlers and permission was
granted to use some of the RAB
adult audience data. An invitation
was extended to Mr. Varley for
showing of RAB's new 12-minate
"quickie" presentation highlighting
completely up-dated information on
12 basic radio points.

The "quickie" pitch covers many

ol ladio's basic sales facts, such as
set sales, coverage and ovei-all
growth of the medium.

The Adult Audience Patterns is
a majoi pait ol the "cjuitkie" pres-
entation. It provides an analysis of
the lislening and viewing hai)its of
Americans today — and new proof of
radio's ai)ility to reach adults.

The Pulse Inc. study reports on
the radio and tv audiences in 27
major markets. In it, RAB stresses
the importance lo an advertiser of
reaching the adult market. For ex-
ample, at least 9.S.6 percent, RAB
says, of all food and grocery pur-
chases are made by adults. This was
deemed of particular impoitarxe to
Pepsi.

RAB then points out that radio
offer*; many advantages as an adult
medium. Five points are stressed:

• Day or night, better than 85 out
of !()() radio listcneis aie adidts.

• An liour-by-hour breakdown
shows that the radio achilt audi-
ence actually tops thai of tv lor
a fidl two thirds of the broad-
cast day — and the average adult
radio audience during this pe-
riod is nearly twice as high
as tv.

• In the morning, less than 62 out
ol 100 tv viewers, RAB savs, are

adults; in the allcinoon, about
T)!) percent are adults, and at
night, about 76 percent are
adults.

• Ai)out 69 j)ercent of all adult
tv viewing takes place after 6
l^.m., while the radio adult au-
dience is spread t liroiighoiit the
bioadcast day.

• Dining every hour ol the morn-
ing and afternoon, there are
vast numbers of tv viewing
homes that do not have a single
adult viewer, RAB states. For
example, not one adidt is view-
ing in some 21 percent of all
viewing homes between 4 and
6 p.m. in the 27 markets.

The radio and tv areas of the 27
markets were exactly comparable —
and comprise about 11.5 percent of
total retail sales in the U. S. More
than .88 percent of all U. S. homes
are located in these markets.

The Pepsi presentaticjn, while
tyjjical, omits other areas of research
which RAB has developed in recent
months. The new material, which
is of interest to all national adver-
tisers, includes up-dated facts on
radio's audience strength in the sub-
urbs, the farm, Negro and other
special market groups, radio's "last
word" advantage for reaching pur-
chasers of various kinds of products,
radio's cost efficiency and other data.

While RAB hopes to reach — and
does — practically every national ad-
vertiser spending approximately
8500,000 or more yearly in adver-

3. Discussing a point in the sound j^jrlion of Mr. Varley's
presentation are Pepsi officials John Soiighan (right), vice
president and director of marketing services, and William C.
Durkee, vice president in charge of marketing of Pepsi-Cola.

U. S. RADIO • March 1959

lisiiig, the bureau (oiueniralcs on
lliose coinjjauics wlio arc uoi in ra-
dio or spend rclalivi-ly link' in
radio.

Several guidcposis liavc (.'nRij^cd
over the years to characterize RAU
thinking wlien making national
level j)resentations. Sonic are:

1. No advertiser can learn every-
thing aljout radio in just one
sitting.

2. Only decision-making execu-
tives should l)c hit.

3. The presentations should move
from the general lo the spec ific.

4. All ])iescnlali()ns nuisl he in-
dividually tailored to the ac-
count's specific business and
marketing problems.

The RAB sales force is composed
cf 10 ac(oimt executives, each a
specialist in specific categories of
business divided under such tiead-
ings as food, drug, appliances, auto-
motive, etc.

It is each account man's responsi-
bility to develop calls, make the
presentations and follow-up. While
the RAB executives are often as-
signed several categories and many
individual companies, in no case are
they required to act outside their
area of knowledge.

All presentations are formal calls
by invitation with a statistical slant
fjearing directly on the account.
They are delivered to botli agencies

and ad\erlisers — lo the adveitising
manager oi higher level at the a(-
(ouni. to llic ;i(((inni cxcinlivc or
supei \ isoi le\cl al llie .igenc y.

I.alci, as ihe pi csenlal ions get
down lo lases, the sales manager,
mei ( iiaiulising manager or other
mai keling oliu ials are asked to sil
in. The inlenl is to reach the
l)roadesl range ol top-most company
oliuials and still keep the sessions
small so that face-to-lace coiUact is
maintained.

Accordingly, presentations run the
ganuit from basic radio facts to com-
petitive media data, specific propos-
als and creative aid. One common
theme underlies the entire effort.
Each personal call is designed to
lead into the next; there is always
new information, new research, new
facts — all pegged to the client's
needs.

Work on any individual account
usually begins several Aveeks before
the first call is made. The RAB ex-
ecutive collects from existing data
all kinds of information about ttie
company — its competitive position,
its strength and weaknesses, its pres-
ent advertising strategy.

This fact-finding phase is made
relatively simple by an important
by-product of the bureau's work.
Years of RAB research have resulted
in development of what Mr. Hardes-
ty calls "the most complete adver-
tiser and agency file in the business."

\o important pail ol ilie client's
maikeling o|)( ialion is r)\c i looked.

I he fnsi I ii( N( n 1 .1 1 ion suirniiaii/es,
iisuaily williin '>l) miniites, the basic
radio sloiy as it applies lo llic:
client's business.

On sui)sec|uenl calls, spaced Iroiii
a lew days to a few mcjnths apart
depending on audience reaction to
previous meetings, the RAli rejjie-
sentative oilers lacts c)f a mcjre spe-
cialized nature, usually in answer to
specific tpiestions.

These meetings might cover RAB
jjroposals for spending a given sum
of money in defined areas, or case
history documentation of how other
advertisers have used the medium.

How-fo-Do-lf Pitch

liy the time an interest in radio
has developed, the RAB executive
is ready with a how-to-do-it pitch.
1 his embodies tips on expenditures,
buying strategy and creative tielp.

So successful has this approach
proved that RAB now happily finds
itself acting as creative consultant
to many advertisers, which often re-
sidts in larger radio appropriations
than would normally be the case. In
later presentations, RAB offers sug-
gestions on campaign merchandising.

RAB has selected for special at-
tention during 1959 a group of com-
panies the bureau terms "holdouts."
As part of an accelerated drive
called "Operation 120," RAB ac-
count men are making repeated at-
tempts to tell the radio story to the
highest level of management in 120
companies, including if need be the
presidents and board chairmen.

Some idea of R.\B's grim deter-
mination to sound radio's strong
points loud and clear is seen in the
schedule planned for the final week
in March, a typical ^veek.

At that time, R.A,B presentations
will be delivered to a major auto-
motive firm, one of the top three
food distributors, a leading appli-
ance manufacturer, two breweries,
a soft drink firm, two gasoline mar-
keters and several other corporate
giants as well as several dozen small-
to medium-sized national adver-
tisers. • • •

4. Viewing the slide portion of the RAB presentation are
Kenyon & Eckhardt Inc.'s Pepsi-Cola account executives (left
to right): Ted Harbert (also creative director), Joe Braun
(media dir.), Don O'Leary, Nick Lalich and Bill Haworth.

• U. S. RADIO • March 1959

question
and answers

Both in spot ami network^ rodio seems to have lotv costs per thousand,, lower
than any other medium. So on a figures basis radio should get the nod in
media planning. Why, in your opinion, doesnH it more often?

Phil Branch, media group
supervisor, Grey Advertising Inc.,
New York, cites the
"influencers," as he calls them,
that determine media strategy.

Among major media, there
are few instances of better
audience efficiency than that
regaihirly availal)le with network or
spot radio. It is also true, however,
that there are many reasons for not
using radio.

Some are the product of prejudice
and worth discussing not because of
their validity, but because valid or
not they exist and influence media
decisions.

We can think of one company
which does not use radio because it
did not produce good enough sales
for them in a program they used in
1931. This is different from the
"nobody listens to radio" and the
"only teenagers listen to radio" wild
claims. This cotnpany bases its non-
use of radio on experience — however
dated.

The above reasons, fortunately, are
not really typical. However, there are
often valid reasons for rejecting low-
cost radio in favor of higher cost-
per-contact media that exist in the
minds of some influencers of media
decisions.

In our humble opinion, then, we
present these influencers, and our
impression of their rationale:

Creative Folk: There are instances
when the copy story, believed to be
most efficacious for the product, does
not lend itself as well to aural trans-
lation as it does to visual, or to both
in combination. In these instances,
the creative people will most likely
take the position that the medium of

radio will not do full justice to their
creative strategy. There may, never-
theless, be overriding considerations
which will dictate the use of radio
even in such instances — but the im-
pediment to maximum effectiveness
can, nonetheless, be real and of some
importance in arriving at a media
choice.

Advertisers: Advertisers, like lead-
ers in any industry, differ in their
attitudes, experience, degree of
knowledge and degree of sophistica-
tion. This applies as much to ad-
vertisers and radio as to advertisers
and anything else. In the case of
radio, there are advertisers who, for
whatever reasons, are more favorably
pre-disposed to radio than others.
For this reason, advertisers will differ
in their susceptibility to buying
radio, even when the facts demon-
strate that it would be a good buy
for them. Therefore, it is more diffi-
cult to sell radio to some than to
others, regardless of how well it fits
their need.

This does not mean that the agen-
cy, when convinced that radio is
right for an advertiser, shouldn't
sell it with all the resources at its
command. And it does mean that
the sale is much harder in some cases
than in others. But the agency with
integrity will pursue its convictions
to their eventual fruition, regardless
of client prejudices.

Distributors and Retailers: In
many instances, these fellows are
probably more critical than adver-
tisers. If they show a lack of enthu-
siasm at the prospect of a radio cam-
paign, you can bet that such a reac-
tion ^vill adversely color the adver-
tiser's viewpoint. Again, if it is true
that this situation exists, these peo-
ple must be impressed with the kind
of job radio can do.

Media Planners: Assuming that
all of the foregoing hurdles have
been cleared, the media planners
are able to consider network or spot
radio as a real media possibility.
Notwithstanding radio's economy,
flexibility and efficiency, the use of
radio may be turned down by the
media planneis for some or all of
the following reasons:

This new feature deals with agency ansivers to radio problems or ques-
tions. This cjuestion is taken from those that ivere asked at RAB's media
buyer's roundtable (see u. s. radio, January 1959).

U. S. RADIO • March 1959

is desired, there are many se-
lective audience areas where
radio cannot fulfill the objec-
tive.

3. If it is considered necessary to
picture the product, or to dem-

onstrate, or to show colors,

radio is not suitable.
Since it will probably be the sub-
ject of another question, we have
purposely refrained from expound-
ing on the many advantages that
radio offers as a selling medium.

Richard Tyler, administrative
head of the media department.
Guild, Bascom & Bonfigli Inc., San
Francisco, has his ansiver embodied
in six meaningful questions.

1. If the media objective calls for
a need to reach the largest pos-
sible audience — particularly in
a very short period of time —
radio may draw a bye.

2. If a highly specialized audience

Radio today is undoubtedly in a
more solid economic position than it
has been for several years. Gone are
the speculative questions concerning
the future of radio and how it will
fare under the competitive pressure
of tv.

Each year has seen an increase in
the number of stations and set sales
have increased over the previous
year. In spite of the fact that there
are more stations competing for the
advertiser's dollar, most stations
seem to be prospering. Even though
this is true, it is natural to expect
that any aggressive medium would
desire to be selected more often in
media planning.

Certainly one of radio's advantages
is its low cost per thousand, but it is
also manifest to all that a medium
is not selected solely on the basis of
cost per thousand. Each medium
has a place in the advertising spec-
trum and each medium must offer
some unique advantages not attain-
able in other media, at least not at-
tainable to the same degree. But
having a unique advantage alone is
not enough. If a medium is to grow
and prosper, it must be successful
for its advertisers or its existence is
doomed.

Let's take a look at some simple

facts that dictate media planning.
There is tv which has taken over
some of the unique advantages that
radio once offered in reaching large
masses of nighttime family audi-
ences. This prime evening time,
which many advertisers insist upon,
is not available in radio to the ex-
tent that it once was. We don't
mean to say that radio does not
reach mass aixdiences — it does. How-
ever, a different approach must be
used to reach mass audiences, an ap-
proach in radio that calls for using
greater frequency reaching smaller
audience segments at any given time.

The radio industry can insure
continued successes for all adver-
tisers by being introspective and
asking such questions as: 1. Are we
too conscious of ratings to the extent
that quality and quantity of audi-
ence responsiveness suffers? 2. Does
our programming tend to become

too stereotyped and om- audience
limited to a narrow stratum? 3. Do
we offer a solid variety of interesting
program material to attract loyal
audiences? 4. Are we too hca\ily
loaded with commercials at peak
radio traffic times? 5. What are we
doing to educate and influence the
younger generation to the fact that
rf-dio has more to offer than just
popular music? 6. Do we offer
complete and effective service to our
advertisers so they will come back
for more?

Through continuous efforts like
those mentioned, coupled with
thoughtful sales presentations, radio
should get more consideration in
media planning.

We at Guild, Bascom & Bonfigli
have increased our use of radio con-
siderably in the last few years and
will continue to do so as long as
radio offers sound values. • • •

U. S. RADIO • March 1959

focus on radio

A Quick Glance At People, Places
And Events Around Radio-Land

HAPPY HULA HANDS greet Bob DeHaven, WCCO Minneapolis, who
gets a hula lesson from two Hawaiian girls as he and 76 listeners begin
a two-week tour of the Islands. The trip was promoted by the station
and Northwest Orient Airlines over DeHaven's Good Neighbor Time.

PASSING THE BUCKS in Philadelphia, Harold J. Pannepacker
(right), station manager of WRCV, presents a check to Harold
H. Salkind, local campaign manager of the 1959 March of
Dimes. The funds were raised by disc jockey Ted Jackson (left)
during a week of broadcasting while living in an iron lung.

FIFTY-FIVE FANS fly to Hawaii on another tour, this one arranged by
WEMP Milwaukee and led by Earle Gillespie, station's sports director
and "Voice of the Milwaukee Braves." The two-week vacation included
two stops in California, with the bulk of the time spent in Honolulu.

DEBT OF GRATITUDE is paid by Fin Hollinger, former
vice pres. -general manager of KPOA Honolulu, to
Kailua fisherman Howell Mahoy for bringing in huge
killer shark. The station, in daily editorials, offered $200
bounties on all killer sharks caught in a one-month
period after the rare killing of a boy off Oahu beach.

REVERSING STAY-AWAKE TREND, WLCS Baton Rouge, La., d.j. Ken
Wallace sleeps for almost 64 hours under suggestion from hypnotist C. H.
Ryan (above) in local department store window. Other station personalities
were also hypnotized during the period, producing 2any shows for listeners.

THE MUSIC CASTLE, a record shop in Scottsdale, Ariz., uses this display
to promote its Hit-Pick Packages, gifts containing five records predicted by
KPHO Phoenix disc jockeys as probable hits. Store owner John Castle
(show.T) gives two packages a week to listeners who have sent in names.

IN THE CARDS for KXA Seattle listeners
is a daily five-minute program, Norfhwest
Narraflves, based on historical anecdotes
of Washington- State. Working out the
details are (left to right): John Clarke of
KXA, Paul Danforth, vice president of the
sponsoring People's National Bank, Nard
Jones, author and the prog-arn's commen-
tator, and Frank Welch, account executive
with Frederick E. Baker & Associates,
.vhich serves es advertising agency for bank.

OFFICERS AND GENTLEMEN of Peters, Griffin, Woodward Inc.

congratulate Robert H. Teter (second from left), PGW vice presi-
dent and director of radio, on being named "Radio Colonel."
Others (left to right) are H. Preston Peters, PGW president, Lloyd
Griffin, vice president and director of tv, and Russel Woodward,
executive vice president. The award is an annual company honor.

A LEADING LADY at the WPEN Philadelphia annual party tor New
York advertising agency people is Pat Suzuki, star of the Broadway
musical. Flower Drum Song. Among the 500 persons who attended
are (left to right): WPEN Sales Manager Erwin Rosner, Bernard Ras-
mussen, timebuyer at Fuller & Smith & Ross Inc., and Dan Kane,
Ellington & Co. media director. Caricatures were drawn for guests.

U. S. RADIO • .Mauh 11)59

Only one can be

FIRST

and in Saginaw, Michigan

WKNX-RADIO

1st

NIELSEN

1st

PULSE

1st

COVERAGE

1st

NEWS

1st

PERSONALITIES

WKNX-RADIO

reaches more homes than any other
Saginaw-Bay City station

Let: Gill-Periia, Inc.

NY-Chi.-LA-SF-Boston
Show vou.

More listeners cost less
with

Billion-Dollar Evansville's

Because WGBF
Delivers
DOMINANT
COVERAGE

• 88.930 radio homes
weekly

• 86% of radio homes
In its home county,
plus 31% of radio
homes in 26 addi-
tional counties

• 57% more radio
homes weekly than
the next hishest
Evansville Station

Source: NCS -2

Spot advertising campaigns are enhanced by
more than 35 years successful programming
experience, and backed by unequalled mer-
chandising and marketing support. No wonder
WGBF is the "buy-word" in the Evansville
Market!

National Representatives • Weed Radio Corp
1280 KC • 5.000 WATTS
AFFILIATED WITH NBC NETWORK

TIME TO BUY (Cont'd from p. 25)

Operating on an all-media buying
plan since 1952, the agency believes
that buyers can iundion best by se-
curing both lime and space lor a
given client or clients.

"Since the j)lan was instituted,"
savs William Matthew.s, director,
"our media department has devel-
oped a group of young men versatile
in both time and space buying."

Ol the buying staff of 65 (includ-
ing 1 1 supervisors) , eac h one gener-
ally handles some timebuying din-
ing the course of a year.

Following recent changes in rela-
tion to buying radio-tv network
time, the Y&R media cle])artnient
continues to make all s]joi ]nn-
chases but now delegates the net-
work purchases to the radio-tv de-
partment (headed by Peter Leva-
ihes, vice president, who until Jan-
uary was head of media relations) .
This is in line with the agency's be-
lief that network time is indispen-
sably linked with |)rogramming and
subject to it, and should therefore
be determined by the program groiij).

Availabilities Unit

For the past lour years, Mr. Mat-
thews says, Y&R's media buyers have
been assisted by what is called a
"spot availabilities" unit, whose re-
sponsibilities aie to make incpiiries
and gather information.

"This unit helps to keep us con-
stantly aware of the radio time situ-
ation," he explains. "It also elim-
niates much duplication of effort.
For example, three different buyers
who might othenvise contact the
same representative for the same in-
formation on the same day have the
facts already available right here."

A business manager has been ap-
pointed recently for the department
to coordinate estimating, budget
controls, statistical data and clerical
work. The agency expects this move
to relieve buyers of additional time-
consuming "detail chasing."

Emphasis at Y&R is on media
planning, Mr. Matthews continues.
The department makes its recom-
mendations regarding budget allo-
cations and media to use to the
product group, which is comprised
of representatives from all depart-
ments concerned with the account —
contact, art, copy, merchandising,
research, traffic and radio-tv as well

as media. These plans, in turn, arc
based on data supplied by the othei
departments regarding such matters
as who buys when, how, how much.

Following approval by the prod-
uct group, the media recoimnenda-
tions are cleared by the agency plans
board before going to the client.

"This department is not just a
purchasing agent," Mr. Matthews
stresses. "Media planning is not only
a business jMoceclure but a part of
creative advertising."

Y&l?. timebuyers (in their early
30's, on the average, and married)
are generally "brought up" in the
agency, he says. Frequently they
work up from messenger or mail-
room duties; some transfer so media
from other de|)artments. Coming
\\\X.o media on a definite training
program, staff members are shifted
around to all dejjartmental divisions
before cjualifying as buyers.

Timebuy pr()!>l('rns: The confu-
sion caused l)y the variety of rate
card patterns and constant fluctua-
tions in actual rales, Mr. Matthews
says, is heightened by frequent lack
of sufficient information to make
salisfac torv selcf tions among compet-

THEY'RE PRETTY TERRIFIC!

PHOEBE -PHIL

(Phoebe's Pretty . . .

Phil's Terrific)

Two new "characters" to give
your station a plus personality
and your sponsors new
identification.

See them at the

FLOWER ROOM

FLOOR ONE

BLACKSTONE HOTEL

STANDARD RADIO

TRANSCRIPTIONS

U. S. RADIO • March 1959

iiig slalioiis. Ollici problems, he
notes, are the "chaos in programming
patterns which cause constant uncer-
tainty as to the comparative audi-
ence vahies ot time periods" and
"the need lor realistic bases of com-
parison as to audiences and audi-
ence composition.'"

Future Piosjxu Is: " There are ways
to use radio we haven't thought of
yet," Mr. Matthews believes.

Y&R is walching with interest the
development ol Im — -"the quality
pattern is well understood in this
medium; fm is a pleasing companion
to the hoiisewite as well as other
members of the familv."

J. Walter Thompson (with an esti-
mated radio billing of |16 million) :
"Group buying," with the accent on
flexibility, is the cornerstone of
JWT's media operations. The de-
partment of the New York office is
headed by Arthur Porter, vice presi-
dent and media director, with Rich-
ard Jones as manager working di-
rectly with the six associate media
directors in charge of separate ac-
count groups. Timebuyers in each
group work on few or many ac-
counts, depending on the complex-
ity of the assignments, and report
directly to the associate director of
that group. Ruth Jones, as broad-
casting coordinator for all six, "knits
together" or lunavels any overlaps
in timebuying responsibilities.

Of the 170 staff members in the
department, Mr. Jones explains, ap-
proximately 30 buy radio time.
Junior timebuyers may get their
start in agency work in the media
department's research division, in
estimating, or in some other trainee
assignment; when they reach senior
buyer status they may be purchasing
both time and space, or specializing
in a particular medium, depending
on circumstances.

"Our goal," says Mr. Jones, "is a
second echelon of trained media
planners ready for promotion to as-
sociate media directors. Our pro-
gram of training is completely flex-
ible, with timel)uyers available to
go into other departments depend-
ing on work priorities and agency
requirements.

"We move our buyers from one
account to the other both to meet
the pressure of work and to broaden

the media expciienie ol llu nub
\ idual."

Jack Green, director of media re-
search for the departmein, super
vises a staff of 'M) res|)onsil)lc loi ic
ceiving research material on both
broadcast and print, analyzing these
data and making them availal)lc to
specific buyers, and studying new
services and advising on their value.

Steps in phuniing tiie media for
a canq)aign start with presentation
by the account executive of materials
on which the advertising will be
based. The associate media director,
in conjunction with his buyers, plans
a program that dovetails with the
work of others on the account team
(including representatives from
marketing, creative plans and other
departments) .

Timebuyers are in constant con-
tact with station representatives and
station management, Mr. Jones says,
in keeping abreast of current hap-
penings in radio. In addition, they
make trips to market areas, attend
meetings of media organizations,
and in other ways stay attuned to
the field.

He attributes the youth of today's
timebuyer to the swift, and phenom-
enal, growth of the broadcast indus-
try. "The air media have expanded
tremendously in recent years — their
sudden development has created
equally sudden new jobs, which
naturally have created in turn new
opportunities for those just starting
in the media business."

Tirnebuy problems: liadio, Mr.
Jones warns, has gone "so far" in the
way of rate-breaking and dealing
that it has become a "terribly diffi-
cult medium to use" from the stand-
point of the buyer.

"A continuation in this direction
can cause the whole medium to lose
stature," he points out.

"Establishment of a more compre-
hensible rate structure is one of the
best ways to bidwark radio for the
future. Assessment of qualitative as-
pects— who listens, and vvhy — is also
a step to encourage."

Future prospects: The outlook
for radio is good at JWT, Mr. Jones
says. "As the need for specific mar-
ket penetration becomes greater be-
cause of the concentration of buy-
ing power in metropolitan centers,"
he notes, "advertising wiU rely in-

( Cont'd on p. 48)

AUSTIN a HEALY
IN KWK LAND

' WHAT'S NEW \

f IM GREY « ' I

^FLAMMELSVILLE,; , orAI I7F '
DAD? LUC ALlZt^,

/ WAY OUT \

'IM THE MUMBER ,
\ SIX MARKET. / LIKE \
y^"^- LOUIS? '

*'A SWIMGIMG ^^ THnilGHT*^
/burg, but like » YOU'D
I I ASKED... ,'mEVERASK

\WHAT'S ^Ey^y'^J^^s
'^"i . '\RATIMGS,DADv

\ ACTION? . -236% )N

^-.•\ 4 MONTHS. /

"* y ' N X

T?0

"WOWSVILLE"

*like Hooper
the New love
affair hi St. Louis

1380 kilocyclas - BOOO watts

Williann L. Jones, Jr., General Manager
or see the cats from Headley-Reed

U. S. RADIO • March 1959

TIME TO BUY (Cont'd from page 47)

creasingly on a nicdiiiin wilh flexi-
bility and the ability to deliver many
messages at low cost."

As JWT's advertising budgets in-
crease, Mr. Jones expects radio to
hold its own — and then some, as
it solves its cmrenlly unsellling
[noblenis.

Doherty, C:iiftord, Steers & Shenfield

(with an estimated radio i)illing of
$2.5 million) : A relatively young
agency with a correspondingly
youlhlul staff, DCSfcS adheres to the
])rin(iples ol "separale" broadcast
and spate buving resjjonsibilities.
Donald Qiiinn, as head ol the 31-
man media departmenl, works wilh
two media supervisors wlio are re-
sponsible lor both the broadcast and
print recjuirenunls ol their assigned
accoimts. Each supervisor (an draw
on the specialized talents ol three
timebuyers antl lour assistant lime-
buyers who serve the department.

"Average age ol oin- timebuyers is
about .HO," Mr. Quinn says, "and our
assistants are about 2,5.

"We recruit slalF members Iroin
'any place' — I)ut we're not interest-
ed in someone who doesn't want to
advan( e. We look for someone with
a real teeling for facts and numbers,
someone who is intpiisitive — looks
beyond what a salesman savs — and is
a siood salesman himself, because he
must be able to present his plans
well, both orally and in Avriling, to
the client."

Mr. Ouinn believes that media
buyers have a responsibility to their
clients to see "outside people," and
emphasizes the develojjmenl of
strong media relations.

"Oiu- broadcast and ]n\\M buving
ojjcrations are kept separate," he
explains, "because we believe a
timebxiver must be available to see
radio reoresentatives and station
managers as much as possible. Keep-
ing fully un-fo-datp with all media
at once wx)uld be difficult at best."

Media planning for a I^CS&S
client is done by the department rep-
resentative working \vith the account
group and client. .A. media super-
visor and his staff work out the strat-
egy, and the timebuyers execute the
finally detennined plans.

A likely starting place in the
agency for a timebuyer is in the mail

room. Next move may be to esti-
mator, and then to assistant buying
in either broadcast or j)iiiu. From
there, he may advance through me-
dia assignments or perhaps go into
account work.

Although the agency does not
have a formal training program, .Mr.
Ouinn adds, media staff members
conduct weekly after-work sessions at
which they discuss and explain their
assignments. Buyers also attend dient
meetings, and jjarticipate in ihe de-
velopment of campaign plans.

Tiinehuyiug problems: Voicing
what he terms "old cries of an old
timeijuyer," Quinn describes

three plights iamiliai lo lime-
buyers.

"One is trying to give a client an
acciuate estimate of the cost of a
spot radio campaign when llu ie's no
way of telling what the prices will
be until you actually start buying,"
he says. "Another is having to buy
on extremely short notice because
radio is so flexible and a client
holds off till the last minute in mak-
ing his decision as to where and how
much he wants. The third is the
tremendous amount of jjaper work
lhat iniilcis up because you can't
pre-select your buys, and xou (inl\
hope the availabilities aren't all sold
ciiu bv the time you want ihciii."

Some ol these problems may be
"ever with the timebuyer," he ac-
knowledges, biu believes that a sin-
gle late card including equitable dis-
counts would alleviate nuic h ol the
"unwarranted" strain on ihe radio
media man.

Future prospects: \n agency with
more than 10 percent of its billings
in radio, DC:SfcS foresees the possi-
bilitv that radio may get "too po]j-
ular." Some of its problems today
stem from the fact that a lot of buy-
ers are aiming for the same time
periods, Mr. Ouinn suggests. The
radio industry, he says, would be
wise to straighten out its sales snags
(from confusing rate cards to de-
tracting remarks about fellow sta-
tions) and do a little more merchan-
dising of its non-peak times.

D'Arcy Advertising Co. (with an es-
timated radio billing of more than
$5 million) : A special radio-tv me-
dia department was established by
this agency in 1954, with Harry
Renfro as manager.

The new department, "l)orn" in
St. l>ouis, was created primarily to
(ill a sj^ecial assignment — the organ-
ization of a i)aseball network for
ihe broadcasting and telecasting of
Cardinal games following purchase
of the team by August A. Busch,
head of Anheuser-Busch Inc. (a
D'Arcy client for more than 40
years) . Previously, all media buying
except outdoor was clone by one de-
partmenl.

Today, there are similar radio-tv
departments in the agency's New-
York and Chicago offices, and small-
er o|)erations in (Cleveland, Atlanta,
Houston and I.f)s Angeles.

The St. Louis headcjuarters has a
10-member stall, with five men re-
sponsible lor ail media research, es
timates and buying; three girls tak-
ing care of contracts, and two girls
handling secretarial duties.

.\side Irom Mr. Renfro and his
assistant, Dolan Walsh, the men
(average age: 26) come to the de-
partment Irom other areas of the
agency and will spend an estimated
two years in broadcast media work
before moving on lo other assign-
ments.

"At l)'.\rcy it has always been the
]jolic:y to let all media make a pitch
for a share of the client budget, "
Ml. Renfro explains. "Media plan-
ning is not the function of the media
department alone, or the client or
the account executive, but is done
by all of these entities working to-
gether."

Timehuy prol)Ie?ns: Mr. Renfro
expresses the hope that the radio in-
dustry will "develop a realistic rate
card; package time to include night
radio (which is becoming a more
important factor) : offer weekend
package rates effective from 6 p.m.
on Thursdays through Sunday nights
(which would be of particular bene-
fit to advertisers of foods and bever-
ages) ."

Future prospects: D'.\rcy looks for
substantial increases in the agency's
radio billings this year. Citing 1958
figures, it points to the St. Louis
office's "buys" on 574 stations in 346
markets for its clients, which include
Anheuser-Busch (more than 52 mil-
lion of its advertising funds goes into
radio annually) and the Reardon
Co., "which currently is considering
a tremendous expansion in its radio
spot campaigns for 1959." • • •

U. S. RADIO • March 1959

Q- buyers and sellers of radio advertising

1959

vlATIONAL
iSOCIATION
OF

3ADCASTERS

37"

ANNUAL
INVENTION

RCH 15-18

:hicago

CONTENTS

ion highlights ..p. 53

:|enda, sessions . .p. 55

on history p. 58

rs, hstings p. 69

ngs to do p. 77

;. KAmo

iUlTE 922-23

MORE NATIONAL SPOTS

WERE SCHEDULED ON

. . . IN THE PAST 30-DAYS THAN ANY OTHER
LOUISVILLE RADIO STATION!

^4ete mu4t ^ 1^ecu<x*t . . . AND
WINN HAS FIVE-STAR REASONS:

ERSUASIVE

DJ's

We don'l Rock 'em . . . We rfon'f
Koll 'em . . . We Sell 'em!

OLEN A. HARMON; general manager

LOUISVILLE'S;

SALES
RESULTS

Represented by

AVERY-KNODEL

INCORPORATED

NEW YORK ATLANTA DALLAS OETOOIT

SAN FRANCISCO LOS ANGELES CHICAGO SEATTLE

It is much easier to think up reasons

why the other fellow's station

. . . than to go out and

get an audience for yourself

Stations we represent apply themselves — often with our programming help — to
the public's changing needs, preferences and habits. Hard work, yes, but it's led
most of them to dominant positions in their markets. (Other modern stations
throughout the country have done likewise.)

Result: We can approach the time-buyer equipped with hard facts about oiu-
stations, not wishful assumptions (however logical) based on things as they used
to be, or ought to be, or might have been.

If you're an advertiser buying radio in a market we serve ... or a radio station
looking for advertisers in a market we don't yet serve . . . we would like to place
unemotional YoungPresentation at your service.

ADAM YOUNG INC.

Representing all that's modern and effective in radio today
NEW YORK • CHICAGO • ST. LOUIS • LOS ANGELES • SAN FRANCISCO • DETROIT • ATLANTA

/. S. RADIO • March 1959

(Supplement p. 1) 51

PLUS...

More than 76% of WTOP Radio listeners
are in income groups over $6,000 per year . . .
a thundering lead even for so rich a
market as the Washington area.
This is still another clear indication that in
Washington the IMPORTANT station is . . ,

WASHINGTON. D. C.

An affiliate of the CBS Radio Network
Represented by CBS Radio Spot Sales

operated by THE WASHINGTON POST BROADCAST DIVISION:

k: Florw

NAB I ^ CONVENTION

Radio's Future Role

Broadcasting, advertising
and government executives
are scheduled to take the
rostrum to discuss the present and
luture state of radio at this, the 37th
annual convention ot the National
Association of Broadcasters. For the
l'?th time in the history of the an-
nual gatherings, the convention
takes place in Chicago, at the Con-
rad Hilton Hotel, from March 15
through 18.

In what appears to be one of the
most interesting radio agendas in a
long while, views are being aired on
such varied topics as radio program-
ming trends, fm's future, editorial-
izing on radio. Also, a 10-year out-
look for the industry is supple-
mented with sessions on station rep-
resentation, radio audience research
and trends in automation.

In these latter meetings, spokes-
men from allied industries as well as
NAB will address the radio delegates
at what is expected to be NAB's
largest yearly conclave. (See High
Spots of Conventions Past, p. 58.)

The lead-off subject to be con-
sidered by the radio side of the con-
\ention is "Fm: Future Momentum"
on Monday, March 16, at 9 a.m. Six
fm broadcasters headed by Ben
Strouse, VVWDC-FM Washington,

chairman of NAB's FM Radio Com-
mittee, comprise the panel.

Dominating the MoiKlay ahernoon
agenda, according to John F. Meag-
her, NAB vice president for radio
who will preside at all sessions, is
the matter of programming. Trends
will be reviewed by four station op-
erators and one network representa-
tive. Also on Monday afternoon,
delegates will receive a report on the
All-Industry Music License Commit-
tee from Robert T. Mason, WMRN
Marion, O. They also will hear
Lawrence Webb, Station Represen-
tatives Association director, and
Arthur McCoy, executive vice presi-
dent, John Blair & Co., discuss
broadcaster cooperation with station
representative firms.

Advertising agency and research
firm representatives will hold forth
from 10 to II a.m. Tuesday on the
subject of radio audience research.
They ^^■ill be joined by one govern-
ment spokesman — Theodore F. Ol-
son, Bureau of the Census.

At 1 1 a.m., interest turns from
research to sales. The Radio .Adver-
tising Bureau presentation — this
vear labeled "The Meeting You
\\'on't Enjoy But Don't Dare Miss
If You Want to Stav in the Radio
Business" — features Kevin Sweeney,

president, and John Hardesty, vice
president.

The final radio sessions will be
held on Wednesday afternoon. Edi-
torializing on radio will be discussed
by the four radio members of NAB's
Connnittee on Editorializing, ard
"Radio in 1970" will be spectdated
upon by two broadcasters — Dale
Moore, KBMN Bozeman, Mont.,
and Ward Quaal, \VG\ Chicago —
j)lus an educator, Irving Schweiger,
LTniversity of Chicago Graduate
School of Business, and a trade asso-
ciation executive, Charles Tower of
NAB.

This year's conclave marks the
debut ot NAB's plan to streamline
its annual meetings by shortening
the convention by one day and elimi-
nating so-called light equipment ex-
hibitions such as transcription firms.
These firms, however, are exhibiting
their wares at other hotels such as
the Blackstone, among others, whic h
is across the street from the conven-
tion facilities.

Luncheon speakers are Harold
Fellows, N.\B president, on Mon-
day: FCC Chairman John Doerfer
on Tuesday, and Lieutenant Gen-
eral .\rthur Trudeau, U.S. .Army
Chief of Research and Development,
AVednesday. • • •

('. S. RADIO • March 1959

(Supplement p. 5) 53

Radio Convention Agenda

(All meetings are at the Conrad Hilton

Special Features

FRIDAY, MARCH 13

6 p.m. Association for Professional Broadcasting
Room 18 Education dinner meeting

7 p.m. Fill Development Association meeting
Lower Tower

SATURDAY, MARCH 14

9 a.m. to 6 p.m. Association lor Professional Broadcasting
Room 18 Education membership meeting

9 a.m. to 5 p.m. I'm Development Association meeting
Lower Tower

SUNDAY, MARCH 15

9 a.m. to 5 p.m. Fni Development Association meeting
Room 19

9:15 a.m. Buses leave south entrance of Conrad Hil-

ton for the Broadcasting C,n\( Tournament
Midwest Country Club

Hinsdale, III.

3 p.m.
Room 12

4 p.m.

Daytime Broadcasters Association meeting

MBS Affiliates Meeting

5 p.m. ARC Reception

Williford Room

5:30 p.m. MRS Reception

MONDAY, MARCH 16

8 a.m.

Room 9

Qualit) Radio Group breakfast meeting

TUESDAY, MARCH 17

7:30 p.m. Broadcast Pioneers Banquet

Williford Room

Official Agenda
SATURDAY, MARCH 14

9 a.m. to 5 p.m. Registration
Lower Lobby

SUNDAY, MARCH 15

7 a.m. to 7 p.m. Registration
Lower Lobby

1 2 Noon to
7 p.m.

Exhibition Hal

l-.xhibit?

All convention radio sessions are open to all convention
registrants, with the exception of the Monday morning
labor clinic.

MONDAY, MARCH 16

9 a.m. to 9 p.m. Exhibits
Exhibition Hall

9 a.m. to
10:45 a.m.
Williford Room

"Fm: Further Momentum"

9 a.m. to
10:45 a.m.
Williford Room

(NAB Fm Radio Committee)
Ben Strouse. WDC-FM Washington,
D. C. Chairman; William B. Caskey,
WPEN-FM. Philadelphia: Everett L. Dil-
lard. WASH Washington. D. C; Ravmond
S. Green. WELN-FM Philadelphia: Mer-
rill Lindsav. WSOY-FM, Decatur. Ill;
Fred Rabeli, KITT San Diego, Calif.

Labor Clinic (Closed Session)

1 1 a.m. to (General Assembly

12 Noon

Grand Ballroom

Presiding: G. Richard Shafto, WIS-TV
Columbia, S. C.

Keynote Address: Robert W. Sarnoff,
Chairman of the Board, National Broad-
casting Company Inc.

Keynote Aivard Presentation to Mr.
Sarnoff: Harold E. Fellows. President and
Chairman of the Board. NAB

12:30 p.m. to Luncheon and General Assembly
2 p.m.

Grand Ballroom

Presiding: Robert T. Mason, WMRN
Marion, 0.

Address: Mr. Fellows

2:30 p.m. Radio Assembly

Grand Ballroom

Presiding: John F. Meagher, Vice Presi-
dent for Radio, NAB

Opening Remarks: J. Frank Jarman
WDNC Durham, N. C. Chairman, NAB
Radio Board of Directors

"Trends in Radio Programming"
Howard G. Barnes. CBS Radio. New
York: Robert D. Enoch. WXLW Indian-
apolis. Ind.: Frank Gaither. WSB Atlanta,
Ga.: Duncan Mounsev. WPTR Albany,
N.Y.; Robert E. Thomas. WJAG Norfolk,
Neb.

54 (Supplement p. 4)

U. S. RADIO • March 1959

Radio's Standards of Good Practice
Cliff Gill. KE/Y Anaheim, Calif., Chair-
man, NAH Standards of (iood Prartirc
Committee

"The Station Represonlat i\ c Or \\ liat
Have You Done For I s LateK ?""
Lawrence Webb, Director, Station Re|)re-
sentatives Association; Arthur H. McCoy,
Exec. Vice President. John Blair. Chair-
man. Radio IVade Practices Committee,
SRA

Report of the All-Industry Music License
Committee

Robert T. Mason, WMRN Marion, ()..
Chairman

TUESDAY, MARCH 17

10 o »n- Radio Assembly
Grand Ballroom

Presiding: Mr. Meagher

Radio Audience Research
E. K. Hartenbower. KCMO Kansas City.
Chairman. NAB Radio Research Commit-
tee; John K. Churchill. Vice President.
A. C. Nielsen Company. Chicago; Theo-
dore F. Olson. Bureau of the Census; Ed
Fitzgerald. J. Walter Thompson Co.,
Chicago; Russell Tolg. Batten, Barton,
Durstine. & Osborn Inc., Chicago ; Charles
Harriman Smith, Tv & radio research
consultant, Minneapolis, Minn.

11 a.m. Radio Advertising Bureau PresentatioTi
Grand Ballroom

"The Meeting You Won't Enjoy But Don't
Dare Miss If You Want to Stay in the
Radio Business"

Kevin B. Sweeney, President; John F.
Hardestv. Vice President

12:30 p.m. to Luncheon and General Assembly
2 p.m.

Grand Ballroom

Presiding: Mr. Shafto

Introduction of the Speaker: Mr. Fellows

Address: The Honorable John C. Doerfer,
Chairman, FCC

Special Feature: James W. Rachels Jr.,
Columbus. Ga., National Wiimer, 12th
Annual "Voice of Democracy" contest

2 p.m. Open Period

WEDNESDAY, MARCH 18

9:30 a.m. to Coffee Hour
10:30 a.m.

Grand Ballroom

10:30 a.m. to (ieiieral As>enilil\
12 Noon

Grand Ballroom

Presiding: Mr. Mason

FCC Panel Discussion
Won. John C. Doerfer. Chuinnan; Hon.
Rosel H. Hyde; Ibjii. Robert V. Bartley;
Hon. Robert E. Lee; Hon. T. A. M.
Craven ; Hon. Frederick W. Ford ;
Hon. John S. Cross

Moderator: Mr. Fellows

12:30 p.m. to I iinclieon and (ieneral AssembK'
2 p.m.

Grand Ballroom

Presiding: Allan T. Powley, WMAL-AM-
TV Washington. D. C, Chairman, 1959
Broadcast Engineering Conference Com-
mittee

Presentation of the First NAB Engineer-
ing Award by A. Prose Walker, Manager
of Engineering, NAB, to John T. Wilner,
Vice President and Director of Engineer-
ing for Radio and Tv, The Hearst Corp.

Introduction of the Speaker: Mr. Fellows

Address: "Research and Development for
the Space Age", Lt. Gen. Arthur G.
Trudeau, Chief of Research and Develop-
ment, Department of the Army

Special Award to the Industry by: The
U. S. Army

Annual Business Session
Presiding: Mr. Fellows

2:30 p.m. to Radio Assembly
5 p.m.

Grand Ballroom

Presiding: Mr. Meagher

'':s"Editorializing on Radio"

(NAB Committee on Editorializing)
Alex Keese, WFAA Dallas, Tex., Co-
Chairman; Simon Goldman, WJTN
Jamestown. N. Y.; Daniel W. Kops,
WAVZ New Haven. Conn.; Robert L.
Pratt. KGGF Coffeyville, Kan.

"Radio in 1970 — A Look at the Future"
Irving Schweiger. Associate Professor of
Vlarketing. Graduate School of Business,
Lniversity of Chicago; Dale G. Moore,
President. KBMN Bozeman. Mont.; Ward
L. Quaal. Vice President. WGN Chicago,
111.; Charles H. Tower, NAB

"Trends in Automation"
A. Prose Walker. Manager, NAB Engi-
neering Department

7:30 p.m. Annual Convention Banquet

Grand Ballroom

U. S. RADIO • March 1959

(Supplement p. 5) 55

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■II

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The revolutionary new broadcasting develop-
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This distinction was confirmed in a test made

by Frank H. Mcintosh Laboratory, Binghai"
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This highest fidelity transmission will incr
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High Spots

As a business, radio broadcasting is unique in many ways. But one
particular birthmark distinguishes it from most other industries. Radio
was thrust from infancy to manhood without having the advantage of
learning how to creep, (^uite suddenly it was there about 39 years ago,
and having arrived on the commercial scene of a free enterprise so-
ciety, radio — and a handful of men who believed this new gadget had
a future — was faced with the awkward and painful process of growing
up fast.

It was the enthusiasm of a very few men for the promise of this
new industry that led to the formation of the National Association of
Broadcasters which this month meets for its 37th annual convention.
In the belief that the ideas, plans, successes and failures discussed by
radio men with radio men at these annual conclaves are an accurate
barometer of the state of radio broadcasting, U. S. RADIO has as-
sembled from NAB files a "spot" history of the development of the
industry as has been mirrored at the annual conventions.

The beginnings of some of today's ever-present problems appear,
such as rate structure and music licensing. The need for radio to
organize as an industry is made clear. The dominant role of radio
news is foreseen. An early stand is taken against hard-liquor advertis-
ing. And the introduction of radios in cars is made.

1923-1926: Despite the need for unity; NAB had trouble attracting mem-
bers and money. Bv 1926. fiftv-eight stations joined the association. The organiza-
tional headaches of launching a new association in a new field which was just
being explored by men who were as green as the industry itself were compounded
by spectrum chaos. The Radio Act of 1912 was found unworkable. That situa-
tion was not destined to change until the passage of the Radio Act of 1927.
Legislative as well as technical problems were closing in on broadcasters. In
1925, NAB delegates heard the awesome declaration that "some more or less

U. S. RADIO • March 1959

of Conventions

Past

A nostalgic glimpse at the development

of radio as seen through former conventions

informed Congressmen . . . believe censorship should be applied to what is put
out over the air." The problem of music copyright was as acute in 1925 as it
is today. Reflecting the disorganization of the industry, and the perennial music
copyright problem, one 1925 delegate told an assembly: "The trouble with us
broadcasters is that we do not realize our potential possibilities. Here we are
with a listening audience of perhaps 20 to 30 million people faced by a body of
300 men (ASCAP) and we are not in a position to act in a meeting." And in
the same vein, Senator Clarence Dill (D-Wash.), who later was to co-author the
1927 Radio Act, told delegates : "I introduced a bill last year to free broadcasting
stations from the copyright charge. ... I did not know there was an association
of broadcasters and that they wanted such a bill introduced and passed."

1827 ■ W. H. G. Bullard, first chairman of the Federal Radio Commission
which would administer the newly passed Radio Act, envisioned "the entire
nation linked together by radio. We stand at the threshold of an amazing new
development in civilization. This radio of which we talk so much and know
so little is the most marvelous means of linking together all the people of the
nation . . . and the whole world that has ever been devised by the human mind."
Delegates were urged in one meeting to promote their new medium "until we put
a radio in every home." This was the year "17 million U. S. homes were wired
for electricity . . . only 6.5 million have radio sets."

1928~]i929S Advertising practices and stabilization of rates were among
the chief convention topics. William Hedges, NAB president, told delegates in
1928, "Radio is rapidly forging to the front as a recognized medium of adver-
tising. There are concerns throughout the country that are willing and glad to
pay for the use of that medium." An agency spokesman at the 1929 meeting
reflected the industry's concern with station rate structure. "Shading prices is

C;. S. RADIO • March 1959

(Supplement p. 9) 59

shady practice. Cuttiiij; prices is cutting throats and the throat is your own
every time," Russell B. Williams of Reinche-Ellis Advertising said. The depres-
sion was having its psychological effect on broadcasting. In 1929, there wen-
650 operating stations and there was a feeling in the industry that about 250
of these would soon disappear from the air.

1330 S Spot broadcasting came into focus. It was described as "so flexible,
so lieu, lluil there seems to be no limit for its skillful use as an advertising
niediuni. " The ASCAP issue continued to build to crisis proportion. A society
spokesman warned things would get worse before they got better. Admonished
E. C. Mills, Radio Music Co. president and former ASCAP executive: "You
have been awfully careless about organizing this business of broadcasting. You
are going to be defeated in every contest . . . every time you meet effective
organization. . . . Sometimes the fellow on the outside has a better perspective . . .
you have struggled along for years not supporting this organization, (juibbliiig
because the dues are a lousy $250. Why, you pay more dues to ASCAP than
you do to your own association. ... If you don't begin to organize yourselve>
under (strong) leadership our dues in other departments are going to be (with
apologies to the ladies) a damned sight higher."

1931-1932: nai} membership had grown to 103 and the industry vsas
becoming increasingh aware of its advertising strength. John Benson, president
of AAAA, told broadcasters, "There is a marked increase in radio advertised
brands in radio homes compared with non-radio homes. . . . Radio advertising
has become a young giant." Delegates also learned from Bond Geddes, executive
vice president of the Radio Manufacturers Association, that "several of the
largest automobile manufacturers have just arranged to e(juip their future lines
with radio sets . . . which promises to be extremely popular." Opinions clashed
on program standards. One delegate strongly urged that stations refuse to acce])t
copy wherein women read "cigarette testimonials."

1933-1934: Some 300 broadcasters at the 1933 conclave gave serious
thought to stockpiling music of their own through the newly formed Radio
Program Foundation which, at least in concept, was not unlike the yet-unborn
Broadcast Music Inc. But RPF was a dead issue by 1936. The broadcasting of
news was a paramount subject in 1934 — the year the present Communications
Act replaced the Radio Act of 1927 — when Senator Dill recommended that radio
organize a national news gathering agency to compete with newspapers. Attack-
ing the Press-Radio Bureau, a new agreement whereby radio aired only news
that had appeared in print in two five-minute newscasts a day, Senator Dill
declared: "Intentionally or unintentionally, the press associations are chloro-
forming radio listeners into believing that news by radio is a poor substitute
for news by newspapers. . . . We must make freedom of speech by radio as
sacred as freedom of speech on the platform has so long been . . . news by radio
will do more to strengthen and maintain (free enterprise broadcasting) than
an\ other feature broadcasters can use."

1935-1936: Dei egates adopted a code of ethics at the 1935 meeting which
banned acceptance of per inquiry advertising. This was also the year of the
five-year contract extension with ASCAP which split the industry. It led to a
rift that was not to erupt fully until the following year when Isaac Levy
resigned as treasurer of NAB and promised to form a new trade group. He

U. S. RADIO • March 1959

claimed NAB was in error in l)a( king "per piece" pavnu iil to ASdAI'. I)(>|ntc
his plea, members decided to keep copyright negotiations within llic |)o\\cr of
NAB.

1338 ■ The need for leadership was acute. The threat of damaging legislation
was on the increase. An investigation of network structure was heing considered
in the Senate. In the most dramatic meeting in NAB s short history, delegates
voted to search out a man to serve as a paid president. FCC Chairman Frank
McNinch was firm in his stand that "the Communications Act vests the com-
mission with power and autliority to regulate chain broadcasting and I l)elieve
it ought to do this promptly if it has the necessary information upon which to
base regulation. . . ."

1933" Neville Miller, a non-broadcaster who came into national prominence
as the famous "flood mayor" of Louisville, made his bow as NAB's first paid
president. The association now had 461 members. There were 847 stations on
the air. Eighty-four percent of the homes in America were radio equipped.
Miller hit hard at ASCAP and issued an ultimatum which was to lead to the
formation of BMI a year later. A new code adopted by members at this meeting
turned thumbs down on 13 types of advertising, among them hard liquor, and
limited the sale of time to 10 percent of an evening's program hours.

1940: Copyright was the crucial issue. Members went all out in a vote to
create BMf as a permanent organization. A new dimension in broadcasting —
fm — made its first appearance in equipment displays. The threat of World War II
was undercurrent at the NAB conclave. Assistant Secretary of War Louis
Johnson urged the industry: "In your advertising scripts when you open your
program and when you sign off, let there come forth an urgent appeal to all
Americans for national unity."

1941 ! The industry and the FCC were at loggerheads over the commission's
monopoly rules. Broadcasters called for a Senate investigation of the FCC and
stood solidly behind Neville Miller who decried the Chain Broadcasting Rule
adopted by the FCC as "regulation so drastic as to change the very structure on
which the American system of radio is founded. " Color highlight of the meeting
— perhaps of any one before or since — was a tirade unleashed by FCC Chairman
James L. Fly. He charged that NAB tactics in managing the industry were "all
too clever — too brilliant ... it reminds me of a dead mackerel in the moonlight.
It both shines and stinks." In reply, the NAB board questioned Chairman Fly's
"state of mind ' and labeled his leadership "punitive, capricious, biased and
destructive."

1942'1945' Intra-industry problems were shelved as broadcasters bent
their personal energy and communications know-how toward victory in World
War II. In 1945 — broadcasting's 25th anniversary year — the annual meeting
was cancelled at the behest of Government which urged curtailment of all non-
essential travel. During the war. Government officials replaced industry leaders
on the rostrum at NAB conventions. When the war was barely six months old,
Archibald MacLeish, director of the Office of Facts and Figures, told 1942 dele-
gates, "You have something to give this war which no other body of men could

U. S. RADIO • March 1959

(Supplement p. 11) 61

possibly give it . . . you have the inventiveness and the courage and the imagina-
tion which have made American radio one of the great forces of enlightenment
in the world." Manpower and equipment shortages plagued the industry but it
ht'came increasingly evident that on the horizon was a new era in communica-
tions. Delegates in 1943 heard one speaker predict: "Few of us realize the
tremendous progress that has been made in radio during the war . . . these
technical developments adapted to the purposes of peace will unquestionably
revolutiotii/e all forms of communication."

1946-1948: liad io launched a thorough housecleaning campaign under
the leadership of a new NAB president, Judge Justin Miller. Aware that there
must be self-regulation or there would be regulation by other sources, broad-
casters' determination to meet that challenge culminated in the adoption of the
Radio Standards of Practice at the 1948 annual meeting. The famous — or in
the view of many broadcasters, infamous and restraining — Blue Book had been
adopted by the FCC shortly before the 1946 NAB convention. The first engi-
neering conference was successfully held in conjunction with the 1948 meeting.
Hopes were high for fm. Major E. A. Armstrong, inventor and champion of
the new aural service, told 1947 convention delegates that fm would have more
listeners in two years than am and a year later. Wayne Coy, new FCC chairman,
echoed his optimism with a prediction that fm would replace am in 10 years.

1949-1950 ■ rhe shock of increased competition from the infant television
industry as well as other media had many broadcasters running scared. Radio
was on the verge of accjuiring itself a massive inferiority complex. But the
futuristic faction in the industry did not tread water and hope for the best.
Broadcast Advertising Bureau — the predecessor of Radio Advertising Bureau —
was born at the 1919 meeting to sell the power of radio advertising. Radio's
transition period was under way. FCC Chairman Coy, at the 1950 convention,
declared: "The winds of competition are blowing a terrific gale on the broad-
casting business . . . the question is 'Can you sleep on a windy night?' ' Most
radio money was going into the till of some 800 pre-war stations and Chairman
Coy was pessimistic about the economic future of 1,200 post war outlets. "The
competition of the transition period may be too severe and . . . some of these
stations might not swim," he said.

1951-1952: tv moved in bag and baggage and when it set up housekeep-
ing with radio, NAB became the National Association of Radio & Television
Broadcasters. Harold Fellows was president-elect of NARTB in 1951. Rate cut-
ting was the convention blockbuster. One network shook the industry's confidence
by slashing rates in spite of warnings from such men as Edward Petry. He
insisted that "radio has always been sold too cheaply." This was a gloomy time
for many radio broadcasters who felt strongly that networks had sold them down
the river. But encouragement came from new FCC Chairman Paul Walker in
1952. Stressing radio's grass roots strength, he said: "Radio is firmlv entrenched
and it is entrenched because it is rendering a local service to communities that
they need and want. Radio to them is indispensable."

1953 : Brigadier General David Sarnofi, recipient of the first annual Keynote
Award, emphasized that "Radio is being used widely and intensively but it is
being used differently . . . family listening is giving way to individual listening.
. . . Radio can maintain large and loyal audiences by providing more programs
of broad and select appeal. . . ." NARTB membership now stood at over 1,700.
Radio broadcasters were strongly warned against rate cuts. NARTB research

62 {Supplement p. 12)

U. S. RADIO • March 1959

had established thai slatioiis ulio had done so weren't making money although
their revenue vohiine had been increased.

1954: John K. Meagh er had been selected as the first NARTB vice presitlent
for radio. Kosel Hyde, acting chairman of the FCC, told an industry in search
of new confidence that. "Uadio is and will remain the basic communications
medium of the United States. . . . The interest and attention that has been
devoted to television may have obscured the continuing growth and development
of aural broadcasting." The plain facts were that in the last 10 months 11 1 am
grants had been authorized by the FCC, he said. President Fellows underscored
the industry's mounting legislative problems and warned that too much time
was spent "trying to cure something rather than trying to prevent it."

1955: "In many ways ... the effect of your industry in swaying public
opinion . . . may be even greater than the press. . . . That places added respon-
sibilities to see that the news ... is truthfully told with the integrity of the
entire industry behind it." That was one observation made by President Eisen-
hower— the first president ever to address a broadcaster convention. At that
same conclave, a young advertising agency president — David Mahoney — made
certain recommendations that were so candid they would have jogged the con-
viction of the most outspoken forecaster of radio's demise. "Radio isn't dying,
but old fashioned radio is dead. Radio is hurt by its own prophets of doom. . . .
Let's not try to patch last year's dress and cry all the way to the poor house. Let's
create the best-looking damn dress ever and be the hit of the ball. Get an honest
rate card, exchange successful new program ideas, sell product sales results, back
an industry supported rating service and re-establish radio's independence from
all other media."

1956-1957: The notion that maybe the radio broadcaster's major troubles
were behind him was taking hold. "We don't have to guess where we're going.
We're there firmly established as the greatest low-cost mass medium in the land,"
said Henry Clay, NARTB radio board chairman. And President Fellows noted
that ". . . the population of (radio) stations has gone up with such marked
consistency that one begins to wonder where it will stop, if ever." The following
year, suggesting radio's renewed faith in itself and in its future, Arthur Hull
Hayes, CBS Radio president, observed: "Radio once saw seven fat years. Then
it saw what many thought were seven lean ones. Now certainly it looks like
seven and more fat ones again."

1958: A right which broadcasters had fought for and won 10 years before
and then failed to utilize virtually dominated the conference. Industry and
Government leaders strongly urged broadcasters to editorialize ... a function of
broadcasting that only five percent of the radio stations in the country were
performing on a daily basis. Discounting the run-of-the-mill excuses for not
doing so, FCC Chairman John Doerfer said: "It is difficult to see why a good
editorial program should drive away sponsors and audience. In fact, new and
exciting programming should attract both." The Fm Development Association
was organized to promote and sell the service which was beginning to show new
signs of prosperity with the advent of hi-fi and stereophonic sound. And NARTB
had reverted to its former trade name in a bow to radio — National Association
of Broadcasters. The change, in the view of Merrill Lindsay, radio board chair-
man, emphasized that the "membership has arrived at the place of mutual under-
standing where both radio broadcasters and television broadcasters are willing
to stand side by side and proclaim that each is a part of the great American
electronics communications medium." • • •

U. S. RADIO • March 1959

(Supplement p. 13) 63

Famous on the local scene . . .

WIBG ( First Place) -"PATRIOTIC CONTESTS"
WJW-TV AND RADIO —"JUNIOR OLYMPICS"
WJBK -- COLLEGE CAMPUS PROGRAM"

64 {Supplemeyit p. 14)

U. S. RADIO • March 1959

honored throughout the nation

Being awarded four 1958 George Wash-
ington Honor Medals by the Freedoms
Foundation at Valley Forge indicates
the outstanding position Storer stations
have attained through public service in
their communities, even in America's
greatest markets.

We are happy to acknowledge the fact that
the Freedoms Foundation has recognized
the achievements of WIBG in Philadel-
phia, WJW-TV and Radio in Cleveland,
WJBK in Detroit and, at the same time,
Storer Broadcasting Company's national
advertising for the fourth consecutive year.

1^1 iStoreDc IBi^oadjca^sting ODxnpaiay

WSPD-TV WJW-TV WJBK-TV WAGA-TV WITI-TV

WSPD

Toledo

WJW

Cleveland

Detroit

Atlanta

Milwaukee

WJBK WIBG WWVA WAGA WGBS

Detroit Philadelphia Wheeling Atlanta Miami

National Sales Office: 625 Madison Ave., N.Y. 22, PLaza 1-3940 • 230 N. Michigan .\ve., Chicago, FRaiiklin 2-6498

U. S. RADIO • March 1959

(Supplement p. 15) 65

Radio Equipment on

Behind the technical language, new
developments in equipment spell out
more effective station operation

Although the most talked about words at this
year's equipment exhibits sound like cold-steel
engineering — transistorization, automation, ger-
manium rectifiers, multiplex and stereo — they actually
spell out more effective station operation.

it can be seen by breaking down the engineering
lingo into more simple equations that the end result of
the latest equipment developments can mean easier and
more varied programming facilities (am and fm) along
with increased power.

The following is a report on equipment of interest
to radio executives, as reported by these companies:

In the field of radio equipment, Radio Corporation
of America is exhibiting a magnetic disc recorder (BQ-
51), automatic turntable (BQ-103) and automatic pro-
gramming equipment. The latter uses a punched paper
system to pre-set and initiate various sources such as
tables and tape recorders. The tape, which resembles
that used in standard teletypewriter operation, is pre-
pared in the studio on an RCA key-boarded perforator.

The magnetic disc recorder, RCA says, combines the
advantages of magnetic tape with those of phonograph
discs, using pre-grooved magnetic discs for fast record-
ing and playback of spot announcements and similar
material. The discs can be erased and used over again.

Among other equipment, RCA is displaying a remote
control system with the BTF-5B transmitter, the BTA-
5R am transmitter and the BTA-IR am transmitter.

General Electric Co.'s Technical Products Depart-
ment will feature transistorized equipment that will
include, among other things, an audio console. The
chief radio attraction will be a 50,000-watt transmitter
which GE claims is the first to use germanium rectifiers.

This year's GE exhibit is contained in a 2,645-square-

foot booth, about 165 square feet more than last year.

An automatic tape spot player that is cartridge
operated is the mainstay of the Collins Radio Co. ex-
hibit. The firm feels it is the "practical answer to spot
production problems." The spot player has automatic
control and is adjustable to station automation. It is
available in three models: Cabinet, rack-mounted and
console which will be displayed at Collins 1,000 square
feet of exhibit space.

The unit's cartridges are made in three sizes. They
can function for spot announcements or can even play
45 minutes of programming, plus announcer lead-ins
and lead-outs. In addition, Collins is featuring an
audio control console (model 212G).

Standard Electronics Division of Radio Engineering
Laboratories Inc. is centering its radio equipment dis-
play around developments in fm transmitting equip-
ment for fm/fm stereophonic broadcasting and other
multiplex services. The new Standard Electronics line
includes multiplex transmitters of several power ratings,
amplifiers for increasing power output of fm trans-
mitters and replacement exciter units to permit stereo
or multiplex operation '.vith existing transmitters.
Specifically, Standard is showing, among other items,
250 watt and 3 kw transmitters for fm/fm stereo or
multiplex, and 3 kw amplifiers.

Schafer Custom Engineering is featuring program
automation equipment and remote control equipment.
Since Schafer introduced its program automation equip-
ment at last year's convention, it reports that nearly 50
complete systems have been placed in operation.

The Philco Corp. is showing a sampling of its 1959
all-transistor radio models, ranging from the VeeP
("no larger than a king-sized pack of cigarettes") to a

66 (Supplement p. 16)

U. S. RADIO • March 1959

Display

• • « «

lilOOOl

)

• #

three-way portable weighing four pounds. Multi-pur-
pose sets include the T-60, a 14-ounce, six-transistor
radio with a brass handle which allows it to hang on
a wall; the T-65 in conventional portable size featuring
Philco's "Scantenna" rotating handle-antenna combi-
nation and a built-in Magnecor aerial, and the five-
transistor T-50, weighing 12 ounces and operating on
four mercury batteries.

Of interest in the field of stereophonic sound is the
Philco am/am stereophonic receiver, designed for the
two-channel reception of what the company calls its
"single-station am/am compatible stereo" system — a
process which allows the listener to hear either one
channel via am, or two channels from tlie same station
via a standard set plus the new receiver.

Two new products developed by Gates Radio Co.
during the past year are part of the display by this
manufacturing engineering firm. The first, a "Level
Devil" program gated amplifier designed for both radio
and television use, has just recently gone on the market.
The second, a spot tape recorder which the company
believes will revolutionize the industry by its capacity
to record "101 announcements, commercials or themes,"
will be on the market shortly.

Other material in the Gates exhibit includes a new
BC-5P-2 5,000 watt am transmitter, a new FM-5B 5,000
watt fm transmitter with multiplex, a new CB-500
transcription turntable, a new M-4990 frequency moni-
tor, a BC-50B 50,000 watt am transmitter, a BC-IT
1,000 watt am transmitter, a Nite-Watch automatic
programming system, an RDC-200 remote control sys-
tem, a CB-4 horseshoe desk assembly, broadcast remote
amplifiers, and Dualux, Studioette and Gatesway con-
soles.

General Radio Co. presents two new developments
lor transmitter maintenance and operation. One is its
type 1650-A impedance bridge, a device to measure re-
sistors, inductors and capacitors in transmitters and
studio equipment. The other is a miniature frequency
standard which the company describes as enabling the
transmitter engineer to check all frequencies involved
in the operation of his transmitters and monitors with-
out recourse to a commercial frequency-measuring
service.

New tower lighting isolation transformers have star
billing at the Hughey & Phillips Inc. exhibit. The
company's showing of tower obstruction lighting equip-
ment will also include demonstration of its Remote
Lamp Failure Indicator System plus tower light control
and alarm units for unattended microwave relay sta-
tions. In addition, combination photoelectric control
and beacon flasher units will be on display.

The official convention exhibits are limited this year
to Exhibition Hall at the Conrad Hilton. Light equip-
ment exhibits such as radio transcription firms are not
officially permitted displays. These firms, however, will
be represented for the most part in suites at the Hilton
or Sheraton-Blackstone. SESAC Inc. reports it has a
hospitality suite located at the Hilton at rooms 1205A-
I206.A. Standard Radio Transcription Services Inc.
is at the Sheraton Blackstone on Floor 1. Harry S.
Goodman Productions Inc. is also at the Blackstone at
the Petite Room. Broadcast Music Inc., Community
Club Services Inc. (148-.\) and Lang-^Vorth Feature
Programs Inc. (suite 919) are at the Hilton. Also at the
Hilton are RCA Recorded Program Services (600),
Programatic Broadcasting Service (706) and World
Broadcasting System (182). • • •

U. S. RADIO

March 1959

(Supplement p. 17) 67

Planning a Radio Station ?

RCA presents
3 basic plans to
meet all
requirements !

These versatile plans illustrate how the very latest
equipment can be arranged to perform efficiently
with a minimum of capital and personnel. Since
programming requirements vary, three basic plans,
representing three specific categories of operation,
are provided.

Plan "A" is for a typical small station and requires
a minimum investment. A "combined" studio-
transmitter operation contributes to its overall
efficiency.

Plan "B," also is for a "combined" operation, but it
provides additional facilities to allow for announce
booth and other local program material. A typical

community station of moderate size, it meets the
widest range of applications.

Plan "C," with separate studio and transmitter loca-
tions, is functionally designed for big city operation.
It highlights the advantages of a spacious two-
studio station.

Building layouts, together with a discussion of
equipment requirements and current trends, are
included in a new Brochure. For your free copy,
write to RCA Department R-337, Building 15-1,
Camden, N. J. In Canada : RCA VICTOR Com-
pany Limited, Montreal.

Tmk(s) ®

your first source of fielp in station planning

RADIO CORPORATION of AMERICA

BROADCAST AND TELEVISION EQUIPMENT
CAMDEN, N. J.

68 (Supplement p. 18)

U. S. RADIO • March 1959

radio

( ■ nectC'd up to prf.s tinif

EXHIBITOR I HOTEL

Equipment

ADLER ELECTRONICS

ALFORD

MANUFACTURING

SUITE

COMPANY REPRESENTATIVES

Conrad Hilton

ALLIED RADIO Conrad Hilton

AMPEX CORPORATION IConrad Hilton

BROWNING LABS.

CATERPILLAR
TRACTOR

CENTURY LIGHTING
COLLINS RADIO

CONRAC

CONTINENTAL
ELECTRONICS

DRESSER-IDECO

ELECTRONIC
APPLICATIONS

FOTO-VIDEO
LABORATORIES

GATES RADIO

GENERAL ELECTRIC

GENERAL ELECTRONIC
LABORATORIES

GENERAL PRECISION

GENERAL RADIO

THE HARWALD CO.

HUGHEY & PHILLIPS

KAHN RESEARCH
LABORATORIES

MINNEAPOLIS-
HONEYWELL

PHELPS DODGE COPPER
PRODUCTS

Conrad Hilton
Conrad Hilton

Conrad Hilton

Conrad Hilton
Conrad Hilton

Conrad Hilton
Conrad Hilton
Conrad Hilton
Conrad Hilton

Conrad Hilton

Conrad Hilton
Conrad Hilton
Conrad Hilton
Conrad Hilton

Conrad Hilton
Conrad Hilton
Conrad Hilton

Exhibition Hall
Space 28 &
923A

Exhibition Hall
Space 29

Space 1 1 34A
Exhibition Hall
Space 34 &
2200

Space 823A

Exhibition Hall
Space 26

Exhibition Hall
Space 22

Exhibition Hall
Space 38

Exhibition Hall
Space 31

Exhibition Hall
Space 36 &
723A

Exhibition Hall
Space 37 & 723

Exhibition Hall
Spaces 8-9

Exhibition Hall
Space 23

Exhibition Hall
Spaces 2-3 &
1023

Exhibition Hall
Space 33 &
1500

Exhibition Hall
Space 35 &
1106A

Exhibition Hall
Space 1 5

Exhibition Hall
Space 25

Exhibition Hall
Space 17

Exhibition Hall
Space 27 &
2106

Exhibition Hall
Space 6

Exhibition Hall
Space 10

Exhibition Hall
Space 4 & 1319

lirii Adicr. Allied Slrojiolf, Dr. Uynm M. (;iair, (Jarrn<:ii J.
Ainlilorf. Kdward (jaluska, Henry Shapiro, Kmanuel Strunin,
Mailiii Silver. .Iidiii Kliridworlli. Wilson I,i(:[)f-r

lai.dd II. I.tacli, Fred Alx-I

Neal K. McNaughten, J oin Davis, C. K. Paulson, Frank G.
Lennerl, Jack Hauser

C. U. Stone, .1. C. Frisby, K. V. Bradley, C. D. Shrake, 1!. I'
Bessert, G. M. Cervenka

Kdward F. Kook, James J. Fedigan, N. Sonny Sonnuii it-Id,
Louis Erhardt, George Gill, Dale Rhodes, Earl Kohler

J. M. Haerle, H. O. Olson, B. V. Hite, E. G. Randolph, C. P.
(;iade, E. J. Maloney, J. F. Stanbery, G. C. Wetmore, F. P.
Wallace, L. H. Leggett, R. N. Edwards, R. P. Comstock,
J. H. Speck, E. J. Powell, T. W. Sharpe, Glenn Bergmann

W. j. Moreland, J. G. Jones, R. M. Alston, K. Williams,
Parker Wickham, Don Ryrle

James 0. Weldon. W. M. Witty. Thomas B. Moseley. Mark W.
Hiillock, Vernon Collins, Richard P. Buckner, W. D. Mitchell

Dan Byrd, .1. Roger Hayden, J. M. Hogan, Orville Pelky

Sep ToisI, Vince Skee, Wilhelm Franz. Harvey Sampson, Jr.,
Ernie Stern

Albert J. Baracket, John Mahler, Bert Findlay, Jim Palmere,
Gilbert Walton. Hans Nord, Irwin Lowenstein

P. S. Gates, Larry Cervone, Norbert Jochem, Edward J.
Wilder. John R. Price, Dick Spruill. Bill Moats, Uriin Whit-
man, Stan Whitman, Ken Neubrecht, Bud Aver, C. O. Mor-
gan, London England, Robert Kuhl, Jay Blakesley, Gene
Edwards, Ed Hurt, Frank Grasett

W. J. Morlock, P. L. Chamberlain, Harold B. Towlson. J.
Wall, M. E. Minich, M. Alves, S. J. Eby, M. R. Duncan,
R. E. Baker

Victor W. Storey, Philip Hayden, Robert Pritchard, Sal
Fulchino, Captain W. G. H. Finch

N. M. Marshall, E. J. Manzo, L. L. Pourciau. A. F. Brundage

Joseph E. Belcher. Charles A. Cady, Lane Gorton

Robert Grunwald. Sam Caldwell. Hichard Wallace, Howard
Bowen

H. V. Claeson. .1. H. Gan/eiihiilier. H. J. Geist. R. L. Lang,
F. J. Little, Jr.

I. eonaul I!. Kahn. Keiuieili R. |{(M)the
George W. McKnight, (iustaNc Ehrenberg

F. W. DeTnrk. H. M. Edwards. R. Plant. H. Magnuson

/ .S. li.lDIO • Mardi MI.VJ

{Supplemcnl p. 19) 69

radio

EXHIBITOR

RADIO CORPORATION
OF AMERICA
(Industrial Electronic
Products)

RADIO CORPORATION
OF AMERICA
(Tube Division)

SARKES TARZIAN

STANDARD
ELECTRONICS

TELECHROME
MANUFACTURING

TELESCRIPT-CPS

UTILITY TOWER
VISUAL ELECTRONICS

HOTEL

SUITE

NETWORKS
ABC RADIO

Conrad Hilton

Conrad Hilton
Conrad Hilton
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Conrad Hilton

Conrad Hilton
Conrad Hilton

Conrad Hilton

CBS RADIO

KEYSTONE

MUTUAL

NBC RADIO

Exhibition Hail
Space 24 &
606A

Exhibition Hall
Space 24 &
606A

Exhibition Hall
Space 21
1018

Exhibition Hall
Space 30A

Exhibition Hail
Space 1 1 &
1234A

Exhibition Hall
Space 5

Exhibition Hall
Space 30 &
1218

COMPANY REPRESENTATIVES

T. A. Smith, C. H. CoUedge, J. 1'. Taylor, H. R. Henken,
A. F. Inglis, E. C. Tracy, M. A. Trainer, V. E. Trouant, P.
Bergquist, P. A. Greenmeyer, E. T. Griffith, J. E. Hill, E. N.
Luddy, A. H. Miller, D. Pratt, W. H. Varrmm, H. B. Houston

H. C. Vance, J. E. Kelly, R. K. joliiiMjn. R. E. l.awreme

Biagio Presti, Dan Meadows, Wendell Fuller, Neff Cox, Jr.,
Gene Keith, Dale Buzan, Henry Cronin, Nubar Donoyan

H. Charles Kiker, J. R. Popkin-Clurnian, S. S. Krinsky, Dave
Chapman, Don J. Dudley, A. J. Reynolds

Robert P. Swanson, Curtis Howard, Peter Jackson, Trygve
W. Lund

C. E. Nelson, Jerry Nelson, V. G. (Bud) Duvall, Nathan
Sholar

James Tharpe, John Morrisey, Felix Bonvouloir, Cecil Grace,
Bert Kupperman, Pat Gallagher, Wayne Marcy

2306

Conrad Hilton 1806A

Conrad Hilton 806

Conrad Hilton 1806

Sheraton-
Biackstone

508

Leonard H. Goldenson, president of AB-PT

Simon B. Siegel, financial vice president, AB-PT

Edward J. De Gray, vice president in charge, ABC Radio

Harold Cranton, director of sales develo|)ment & research

Earl MuUin, manager of station relations

Frank Atkinson, station relations regional manager

Arthur Hull Hayes, President

James M. Seward, executive vice president

H. Leslie Atlass, vice president. Central Division

William A. Schudt Jr., vice president affiliate relations

Louis Hausman, vice president, advertising & jjromotion

Jules Dundes, vice president, station administration

Howard Barnes, vice president network jirograms

Eric H. Salline, national manager, affiliate relations

William H. Brennan, Jr., Western Division manager, affiliate

relations

Edward E. Hall, administrative manager, affiliate relations
Jane Ann McGettrick, co-ordinator of Affiliate Clearances
Sidney Garfield, director of press information
William S. Brower, manager of program promotion merchan-
dising

Sidney Wolf, president

Noel Rhys, executive vice president

Edwin (Pete) Peterson, senior vice president

Blanche Stein, director of station relations

Blair Walliser, executive vice president

Robert Hurleigh, senior vice president

Sidney Allen, vice president, sales

Charles Godwin, vice president, station relations

Ray Diaz, director of station relations

Don Lewitt, manager of station clearances

James Z. Gladstone, comptroller

Joseph Keating, program director

Frank Erwin, sports & Co-op program director

Hal Gold, director of public relations

Matthew J. Culligan, executive vice president in charge

George Graham Jr., vice president, sales planning

(Ambassador)

Ludwig Simmel, manager of radio sales service & traffic

(Blackstone)

70 (Supplement p. 20)

U. S. RADIO

March 1959

This star means business

♦ ♦ ♦

means it for you and your
sponsors in these three ways:

SESAC RECORDINGS . . .

The complete transcribed service with
recorded music for every need. Highly
adaptable program and production aids.

"repertory recordings" . . .

SESAC's free EP service to the entire
industry that has been acclaimed by
over 25,000 key men in broadcasting.

Special Series Programs . . .

The smartly-built, salable packages
of scripts and discs centered around
important national holidays, religious
celebrations, sports events and other
selling entertainment ideas.

For highlights of all three
Visit SESAC at the NAB
Suite 1205A-1206A
Conrad Hilton Hotel,
Chicago

.A.

SESAC INC.

10 COLUMBUS CIRCLE, NEW YORK 19, N. Y.

THE COLISEUM TOWER

•Trade Mark

f/. S. RADIO • Maidi 19.^9

(Supph'iiirnl p. 21) 71

radio

REPRESENTATIVES

HOTEL

SUITE

COMPANY REPRESENTATIVES

AVERY-KNODEL INC.

Sheraton-
Blackstone

719

Lewis H. Avery, J. W. knodcl, Charles C. Coleman, Philip
Schloeder, Roger O'Sullivan, Raymond Neihengen, Stuart I.
Mackie, Herhert C. Jackson

BLAIR & CO.

Executive
Mouse

John HIair, Arliuir McCoy, ClilicH.I ISarhorka. 'i liomas Sin-

t II 1)1 l>l .H I. 1

<iuira. Muarl (.ocliranc. Julm limli n. IJolicii Walloii. Lewis
Draj)er, liowell Malhan

BOLLINC COMPANY

Conrad Hilton

1100

George W. Boiling, Dick Swilt, Mori liarretl. Gill HIackcy.

.Icllllv ?^ UX-jIHI

THE BRANHAM CO

Conrad Hilton

\ 1' 1 ITTlllTI 1 M^TTIMG 1 I1TnT%h#»ll iNlnrm iVJi'iVfC Tnrin iVTll rr» ri 1'

J. X . 1 nnmij X 1 IT initio v><ciiii jjijci 1 , iii'iiii iiijycs, joiiii j.vi.iii nil y .

Dudley Brewer, Thomas Whitsen, Boh Brockman, Boh
Mason, Bob Maggiore

HENRY 1. CHRISTAL

Conrad Hilton

1306

Henry I. Christal, Irvin Cross, IMiilhin Lianagan

ROBERT E. EASTMAN

Conrad Hilton

1935A

Robert E. Eastman

FDRJOE & CO INC

Conrad Hilton

1 900

l(i«>;f^iiM W li w t IT> r rf f 1 1 Mf*t' 11 «<t p 1 ri 1 :i w rf*nnf* Km cn < 1 1 kP rt

J 1'** 1_* I'J* '111. 1 l^_*.l 1 J, 1 1 f_I 11^11.111, l*clWXClH^C Ia. I u.^IlCl J XVUIJCl I

Lazar

GILL-PERNA, INC.

Conrad Hilton

900

Helen Gill. John J. IVrna. Jr., Walter Beadell, Irwin Unger,
Don C. Dalton, Daniel W. Bowen, Allan S. Young

HEADLEY-REED CO.

Conrad Hilton
After 6 p.m.
Exec utive
House

700

Frank W. Miller, Jr., Sterling Beeson, Jack Hardingham, Boh
Schmidt, Geno Cioe, John H. Wrath, John Busby, Don
Hamel, I'^arl Gallagher

CEO. P. HOLLINCBERY

Conrad Hilton

1600

George P. Hollingbery, F. E. Spencer, Harry H. Wise, Fred
Hague, Jack Peter.son, Richard lliinier, Joseph Payne

HAL HOLMAN CO.

Conrad Hilton

500

Hal Holman

H-R REPRESENTATIVES

Executive
House

F'rank M. Headley, Frank E. Pellegrin, James M. Alspaugh,
Miss Avery Gibson, D wight S. Reed, John T. Bradley, French
L. Eason, Arlliur D. Kelley, Grant M. Smith, Terrence R.
Hughes, Rex Lathen, Stewart Lewis. Bernard Slavin

McCAVREN-QUINN

Executive
House

3511

Daren F. McGavren, Donald Quinn. Ralph Guild, Bill
Healon, Ed Tilden, Walter Lake, Wendell Parmelee, Bob
Galen

THE MEEKER CO. INC.

Conrad Hilton

1700

Robert D. C. Meeker, Edgar B. Filion, Charles E. Standard,
Robert L. Dudley, Carl Jewett, Bob Manning, Charles
Compton, Donald Palmer, Don Pontius

JOHN E PEARSON CO

Consress

John Pearson, Bill Wilson, Ray Henze, Jr., John Palmer,
Jim Bowden

WOODWARD, INC.

Blackstone

EDW PETRY & CO INC

Xtf Ull idU lilllVII

1 dnn

Martin L. Nierman, Lee Jahncke. Jr., Ben Holmes, Ed Voy-
now. Bill Pipher, Len Smith

RADIO-TV
Representatives

jncrd run '

Blackstone

^TAfra^A 17 A A MM

rcTlTc ivOOm

Peggy Stone, Ed Nickey. Sy Thomas

PAUL H. RAYMER CO.,
INC

Executive
House

Paul H. Raymer, Fred Brokaw. Stuart Kelly, Robert Rains,
Tnhn Hirks Rav Rhorlpc: T'lav Forker

VENARD, RINTOUL &
McCONNELL, INC.

Conrad Hiltor.

2100

Lloyd George Venard, James V. McConnell, Howdee Meyers,
Steve Rintoul, Jr., Jerry Mnlderig, Gordon Co|)eland, John
Dragomeier, Clyde Melville

WEED & CO.

Congress

Joseph J. Weed, E. J. Fit/sininions. Bates Halsey, J. C. Lyons,
Herb Hobler, C. C. Weed, Bob Reardon, B. P. Pearse, Melvin
Whitmire, Fred Edwards, E. C. Metcalfe, Boyd Rippey,
George Lindsay

ADAM YOUNG INC.

Sheraton

Adam Young, Steve Machcinski, Jim O'Grady

72 (Siil)l)h»ir)it [). 22)

U. S. RADIO • Mardi 1959

heard this news first on ABC RADIO

FIRST!

ABC Radio News brings first
word of Pope John's election
to American public.

ABC Radio News reports
Lebanese President Chamoun's
appeal for help in Mid-East crisis.

ABC Radio News reports
Charles de Gaulle will bid for
leadership of French government.

1958: Year of tension and crisis. Far East, Mid-East,
Latin America, U.S.A. Almost every part of the world
was news. And in this memorable year ABC Radio
News made news by consistently scooping its com-
petition. The news beats above are but three examples.

ABC's domestic bureaus — staffed by such distin-
guished personalities as John Daly, Quincy Howe,
Edward P. Morgan, John W. Vandercook, John

Secondari and Bill Shadel — report and analyze world
and national news.

ABC RADIO NETWORK

* According to the A. C. Nielsen Company

U. S. RADIO • March 1959

{Supplement p. 23) 73

radio

SERVICES

Services

ASSOCIATED PRESS

BROADCAST MUSIC
INC.

COMMUNITY CLUB
SERVICES INC.

HARRY S. COODMAN
PRODUCTIONS

ROBERT HALL
PRODUCTIONS

LANG WORTH
FEATURE PROGRAMS,
INC.

A. C. NIELSEN CO.

PROCRAMATIC

BROADCASTING

SERVICE

PULSE INC.

RCA RECORDED
PROGRAM SERVICES

RADIO ADVERTISING
BUREAU

SESAC INC.

STANDARD RADIO
TRANSCRIPTION
SERVICES INC.

UNITED PRESS
WORLD

BROADCASTING, INC.

HOTEL

Sheraton
Blacksfone

Conrad Hilton
Conrad Hilton 1218A

SUITE

Sheraton
Room

Sheraton
Blackstone

Petite Room
Floor 1

Sheraton
Blackstone

Conrad Hilton 919-920

Conrad Hilton

1000

Conrad Hilton 706

Conrad Hilton 2106A
Conrad Hilton 1600

Conrad Hilton

Sheraton
Blackstone

1522-3-4
1205-6A
Floor 1

Conrad Hilton
Ambassador E.

Conrad Hilton |l823-4

Trade Publications

& Associations

ADVERTISING AGE

Conrad

Hilton

1306A

BROADCASTING

Conrad

Hilton

706A

PRINTERS INK

Conrad

Hilton

1319A

RADIO TELEVISION

Conrad

Hilton

906

DAILY

SPONSOR

Conrad

Hilton

1106

SRDS

Conrad

Hilton

1706A

TELEVISION ACE

Conrad

Hilton

1606

TELEVISION BUREAU

Conrad

Hilton

819

OF ADVERTISING

TELEVISION

Conrad

Hilton

1434A

MAGAZINE

U.S. RADIO

Conrad

Hilton

923

VARIETY

Conrad

Hilton

806A

COMPANY REPRESENTATIVES

Oliver Gramling, Louis Kramp

(ilrnii Dolheig; and Dllicr officials of the company

joliii (iilmore, Wm. M. Carpeiilcr. Halpii Diiiliani. Hicliard
N. Bobbins, Len Hornsby, A. R. Zicha, Boyd W. Lawlor,
John E. Karr, Jerry Hauser, Tom Duggan, Phil Peterson,
Todd Branson, Russ Hudson, Manny Steinhart, Earl Fowler

Harry S. Goodman. Everett Goodman. Sid Robbins
Robert Hall

John D. Langlois. Hugh .S. Allen Jr.. Ed Gardiner, JdIiti
Courcier, Robert Boehmer, Arthur F5aly

Henry Rahmel, John Churchill. George Blechta. Bill Wyatt.
Joe Matthews. George Baillie. Ed Evans, Dave Traylor. Ben
Wilson, Bill Weseloh, George Ralph, Erwin Ephron

Charles Cowley, Joseph Roberts. John Esau, Norman Osthy.
E. F. Hembrooke. John Jarvis, Edward Hochhauser

George Sternberg. Allan Klein, George Herro

Emmett B. Dunn. A. B. Sambrook. Edward H. Kelly, Ben
Selvin, William F. Reilly, George Field, Wallace Cochran,
Gus Hagenah. Jack Nadeau, John J. Alves

Kevin B. Sweeney. John F. Hardesty, Miles David. Warren
Boorom, Bob Nietman, Pat Rheaume, Carl Heiman

Alice Heinecke, Evarard S. Prager, Jim Myers. Sidney
Guber, Harold Fitzgerald. Edward Cooney, Glenn Ramsay

Olga Blohm, Milton Blink

C. Edmonds Allen. William C. Payette. Phil Curran. William
Higginbotham

lames H. Weathers, John S. Murphy, James McKnight, Hal
Tunis, Dick Crane

74 (Supplement p. 24)

U. S. RADIO • March 1959

BMI presents another
notable addition to its
award-winning script
series...

THE BOOK PARADE
THE AMERICAN STORY
THE WORLD OF THE MIND

THE
ABR&B&M
LINCOLN
STORY"

1809-1959

One of
four studies
created by the
distinguished sculptor
AVARD FAIRBANKS
and commissioned by BMI

Initial scripts have already
been mailed to broadcasters.
The complete series will be
available only upon request.

WRITTEN by 70 distinguished Lincoln and Civil War scholars of our
time— among them Carl Sandburg, Bruce Catton, Sterling North. Earl
Schenck Miers, Henry S. Commager, Roy F. Nichols, Allan Nevins. Adlai
Stevenson, Gov. William G. Stratton, Sen. John Sherman Cooper. Sen. Paul
H. Douglas, U. S. Grant III, Norman Corwin, Dore Schary and other eminent
historians— this new segment continues BMI's series, "'The American Story,"
now in its fifth year.

Also contributing are: Paul M. Angle, William E. Baringer, Roy P. Basler.
Howard K. Beale, Richard N. Current, Irving Dilliard. Clifford Dowdey,
Father Joseph Durkin, Otto Eisenschiml, Avard Fairbanks. Shelby Foote,
John Hope Franklin, Dr. Richard P. Graebel, Wood Gray. Sherrill Halbert,
Richard B. Harwell, Carl Haverlin. Willard King, Lloyd Lewis, Mort Lewis,
E. B. Long, R. Gerald McMurtry.

Also David C. Mearns, Roy Meredith, Justin Miller, Herbert Mitgang.
Jay Monaghan, Ralph G. Newman, Roy F. Nichols, David P. Potter, C.
Percy Powell, Mrs. Marion D. Pratt, James G. Randall, Ruth Painter Ran-
dall, Donald Riddle, Congressman Fred Schwengel, Louis Starr, W. R.
Swanberg, Wayne Temple, Benjamin P. Thomas. Walter Trohan, Randel
Truitt. Philip Van Doren Stern, Clyde C. Walton, T. H. Williams, Albert
Woldman.

These public service programs are available to radio and television sta-
tions and to public libraries and local boards of education for broadcast
purposes.

BROADCAST MUSIC, INC.

589 Fifth Avenue, New York 17, N. Y.
New York • Chicago • Hollywood • Toronto • Montreal

U. S. RADIO • March 1959

(Supplement p. 25)

WTIC

GREATEST COVERAGE

IN RICH, RICH
SOUTHERN
NEW ENGLAND

WTIC 50,000 watts

HARTFORD 15, CONNECTICUT Tel: JAckson 5-0801

REPRESENTED NATIONALLY BY HENRY I. C H R I ST A L COMPANY

76 (Supplement p. 26) U. S. RADIO • March 1959

CHICAGO CONVENTION CITY

u I J Lj u
J □ □

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t OAK
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II I

E. 9TH IT.Z
II TH ST I

NUMBER KEY
ON P. 79

□ □

P E

□ □D

E liTH ST

J DDD

S. RADIO • March 1959

(Supplement p. 27)

J or radio programming in the public interest, WRCV received two 1958
Freedom Foundation Awards — the only station in the nation so honored.
Since 1951, WRCV has luon a total of sexien Foundation Awards. WRCV is
grateful for these honors. Meeting its ycsjxynsibility to Philadelphia construc-
tively and imaginatively will continue to be the prime concern of WRCV

NBC IN PHILADELPHIA

L ^

78 {Supplement p. 28) U. S. RADIO • March 1959

I CONVENTION CITY
(See map, p. 77)

Map Map

Key # Key #

Allerton

701 No. Michigan

7-4200

Palmer House

State & Monroe

6-7500

Atlantic

316 So. Clark

2-2646

St. Clair

162 E. Ohio

7-4466

Bismarck

171 W. Randolph

6-0123

Seneca

200 E. Chestnut

7-2380

Congress

520 So. Michigan

7-3800

Sheraton

505 N. Michigan

4-4100

Conrad Hilton

720 S. Michigan

2-4400

Shcraton-Blackstone

S. Mich. & E. Balbo

7-4300

Drake

E. Lake Shore Dr.

Sherman

Clark & Randolph

2-2100

& Michigan

7-2200

Eostgate

162 E. Ontario

7-3580

North Side Hotels

Executive House

71 E. Wacker

6-7100

Fort Dearborn

401 S. LaSalle

2-5700

Ambassador Hotels

N. State & East Goeth

e SU

7-7200

Hamilton

20 S. Dearborn

6-6100

Belmont

3 1 72 Sheridan

8-2100

Harrison

65 E. Harrison

7-8000

Chelsea

920 W. Wilson

1-3000

Knickerbocker

163 E. Walton

3-2000

Edgewater Beach

5349 N. Sheridan

1-6000

LaSalle

LaSalle & W. Madison

2-0700

Plaza

59 W. North

7-2680

Morrison

79 W. Madison

2-9600

Sheridan Plaza

4607 N. Sheridan

1-1900

POINTS OF INTEREST

Map Key #

Adier Planetarium 70

American Furniture Mart 15

Art Institute 50

Band Shell 65

Board of Trode (Observation Tower) 51

Buckingham Fountain 57

Chicago Coliseum 72

Chicago Natural History Museum 69

Chicago Public Library 34

Chicago River 23

City Hall ond County BIdg. 33

John Crerar Library 29

Grant Park Garage (Underground) . 39

Medinah Temple 17

Merchandise Mart 21

Merrill C. Meigs Airport 75

Michigan Ave. Bridge —

Woterfront Boat Cruises 22

Midwest Stock Exchange 44

Map Key #

Monroe Street Parking Lot 40

Navy Pier . 20

Newberry Library 3

Northwestern University — Chicago Campus..-. 13

Oak Street Beach 1

Opera House 36

Orchestra Hall 49

Prudential BIdg. (Observation Tower) 31

Roosevelt Road Beach 71

Shedd Aquarium 68

Site of Original Fort Dearborn 24

Soldier Field 73

Soldier Field Parking Lot 74

U. S. Courthouse 47

U. S. Post Office 53

Visitors Bureau — Chicago Association of

Commerce and industry 43

Water Tower 12

Municipal Parking Garoges

RAILROADS AND

Chicago & North Western

Chicago North Shore & Milwaukee

Chicago South Shore & South Bend — Central Station

Chicago South Shore & South Bend — Van Buren Station

Chicago South Shore & South Bend — Randolph Station

Dearborn Station

Grand Central Station

Greyhound Bus Terminal

Illinois Central

LaSalle Street Station

National Trailways Bus Depot

Union Station

THEATRES

Shubert, 22 W. Monroe CE 6-8240

"Music Man" 8:30 nightly except Sunday

Michael Todd, 170 W. Dearborn CE 6-0290

"Two for the Seesaw" 8:30 nightly except Sunday

BUS STATIONS

Mop Key

500 W. Madison

Fl 6-7979

223 S. Wabash

HA 7-8471

151 E. Randolph

WA 2-0460

Clark & Randolph

Fl 6-5000

Central Station

WA 2-481 1

20 E. Randolph

RA 6-9510

Fl 6-5200

Civic Theatre, Wacker Dr. & Washington FR 2-1436

"The Girls in 509" 8:30 nightly except Monday

Erianger, 127 N. Clark ST 2-2459

"The Warm Peninsula" 8:30 nightly except Sunday

U. S. RADIO • March 1959

(Supplement p. 29) 79

TAKE A CRACK AT $1,169,

Negro Retail Sales

ON THE GOLD COAST OF THE GULF COAST

Onc-tenlh of the Negroes of Amerioa are
in Ihe coverage area of THE OK GKOUP!
Their average annual family income is in
the $3000 to $4014 bracket. WBOK, New
Orleans, reaches a Negro market of 35%
of the population. KYOK. Houston, reaches

a Negro market of 22%. WLOK, Memphis,
reaches a Negro market of 42%. WXOK,
Baton Rouge, reaches a Negro market of
44%. WGOK, Mobile, reaches a Negro
market of 44%. KAOK, Lake Charles
reaches a Negro market of 30%.. You

NOBODY.. BUT NOBODY.. HAS MORE KNOW HOW..

More Proven

There is far more to selling the Negro mar-
ket than good Negro Personalities. You also
need intensive merchandising and promo-
tion . . . support which THE OK GROUP
gives all its advertisers. And even more im-
portant is a knowledge of the Negro people

. . . their buying habits . . . their brand
preferences . . . their product preferences
. . . their personal habits and responses.
THE OK GROUP digs for this information
. . . we are experts on the subject. THE OK
GROUP has just acquired exclusively an

vilOK

MEMPHIS

HOUSTON

LAKE CHARLES

ACHING

80 (Supplement p. 30)

U. S. RADIO • March 1959

972,850

cannot ignore these major market areas in the
Gulf Coast. You cannot be a leader in the
5ale of your products in these cities without
the Negro market. Here is a proven area for
expanding sales at low cost.

and Tested Sales Plans for the Negro Market.

juthenticated presentation on the Negro . . .
liis motivation . . . his emotional preferences
. . his family organization . . . his buying
tiabits. This will soon be available to OK
&ROUP advertisers. It will open the true book
)n the Negro consumer . . . how to reach him,
iell him, and keep him sold.

A rite for a presentation for your agency or
our client!

DID IT AGAIN!!!!

MOBILE, ALABAMA

$oipour

2 WEEKS AFTER IT HIT THE AIR

Launched with the greatest promotional blast ever wit-
nessed by any group of Negro consumers and
advertisers . . .

WGOK bombshelled its way to popularity.

Result . . . Amazing sales reports . . . now available
for your inspection from the advertisers' letters.

The Tested OK GROUP Program Format and Selection
of Star Personalities . . . Did It Again !

These are the Ear Catching ISames of the WGOK
Personalities :

These Negro Personalities not only Tell . . . they SELL!

505 Baronne Street,
New Orleans, La.

STARS NATIONAL, INC.
400 Madison Ave.,
New York 17, N. Y.

Big Daddy Dandy

A Rliythm & Blues man
who sells and sells
again. Playing the top
twenty Negro tunes . . .
Selected by the OK
Group formula.

Miss Mandy

A skilled personality
with a spiritual show
achieved through years
of experience as a
Church singer and star
stage personality.

Topsy Turvy

Imported from KYOK,
Houston as the best
known Negro person-
ality there . . . He cap-
tured the Mobile .Audi-
ence with his Jive and
Blues program. A real
air salesman trained in
OK GROUP selling
techniques.

Deacon Sam

Trained in New Or-
leans ... a spiritual
man who knows the
music . . . and has the
know how to win his
listeners through sin-
cerity and reverence.

OK Group Buy

An OK Group buy can

be handled with one

purchase order and one
bill.

G R O E S

U. S. RADIO • March 1959

(Supplement p. SI) 81

restaurants

(LWB = liquor, wine, beer.)
*Indicales Diner Club membership.

The following restaurants have been recommended by
Gourmet's Guide to Good Eating.

*ALLGAUER'S RESTAURANT— 66C6 N. Kidge Ave. Open
11 AM-2 AM. Luncli $1.25 to $4.25. Dinner $2.95 to |5.15
LWB. "Feature.^ lobster, seafood, prune aged steaks, and
cJiops. Excitlcnt ."

*AMBASSADOR EAST HOTEL— 1301 N. State Tarkway.
Pump Eooin : Open 12 N-3 AM. Open only for bruncli on
Sun. A la oarte only. Lunch entrees about $3. Dinner entrees
about $6. LWB. The Buttery: Open 12 X-3 AM. Open only
for brunch on Sun. A la carte only. Lunch entrees about
$3. Dinner entrees about $6. LWB. ' ' Two of the best, if not
ilie best, restaurants between San Francisco and iVew York."
' ' Ahsolntelii the best Continental cuisine in all of Chicago."

BAMBOO INN— 11 N. Clark St. Open 11 AM to 12 Midnight.
Lunch 700 to $1.50. Dinner $1.50 to $3.50. LWB. "A fine
Chinese restaurant featuring authentio Cantonese cuisine."

BARNEY'S MARKET CLUB— 741 W. Randolph St. Open
7 AM-2 AM. Table d'hote only. Lunch $1.15 to $1.75.
Dinner $2.50 to $4.50. LWB. "Live Maine lobsters, fresh
daily, and prime steaks perfectly aged. Gay, friendly at-
mosphere. ' '

BERGHOFF RESTAURANT— 17 W. Adams St. Open 11
AM -0:30 PM. Closed Sun. A la carte only. Lunch entries
|1 to $2.50. Dinner entrees $1.50 to $4.50. LWB. "Wonder-
fid food at reasonable prices. A throwback to the Gay

X ill, til s."

BINYON'S RESTAURANT— 327 J'lymouth Court. Open 11
AM-10 PM. Closed Sun. Lunch $1.85 to $2.50. Dinner $2.75
to $4.75. LWB. " Beally tronderf id German food! Pot roast
is lerripr — xo is the hoilid biif irith^ horseradi.^h sauce."

BISMARK HOTEL, SWISS CHALET— 171 W. Eandolph St.
Open 12 N-1 AM. Lunch a la carte only, entrees $1.65 to $3.
Dinner $4.15 to $5.25. LWB. "Wonderful food, lovely mtisic
and tiraiitifiit diiiinri room. My favorite in Chicago."

*A BIT OF SWEDEN— 1015 N. Rush St. Open 5 PM-9:30
PM; Sun. 1 PM-9 PM. Table d'hote only. Dinner $2.25 to
$3.75. LWB. "Above average Scandinavian cuisine."

BLACK FOREST RESTAURANT— 2636 N. Clark St. Open
11:30 AM 4:30 AM. Lunch $1.25 to $2.50. Dinner $2 to
$4.50. LWB. "Delicious food — steaks, sea foods, German
specialilies and wild game." "Excellent cuisine — wide vari-
ety of entrees, fine .service."

CAFE BELLINI— 1014 N. Rush St. Open 4:30 PM-1 AM;
Sat. & Sun. 12 N-1 AM. Closed Mon. Coffees & Teas 45(* to
85^. Desserts 20^ to 50^. "Quaint Italian coffee shop serving
si.rtffn different kinds of coffee and very good pa.itries."

*CAFE BOHEMIA— Adams & Clinton Sts. Open 11:30 AM
to 12 Midniglit. Closed Sun. & Holidays. Lunch $1.50 to
$2.75. Dinner $1.95 to $9.95 LWB. "One of the best restau-
rants for game in the country. Venison, bear, elk, and game
fowl. Everything very well prepared."

*CAFE DE PARIS— 1260 N. Dearborn Parkway. Open
5 PM-1A:\L Dinner $3.75 to $6. LWB. "Small, cozy dining
room, superior food. Chicken Jim Brady, duckling bigarade
and salads are particidarly noteworthy. The service is
excellent and no one hurries you along."

THE CAMEO— 116 E. Walton PI. Closed Sun. Lunch about
$1.75. Dinner about $3.50. LWB. "French overtones add
delightful flavor to the food here."

CHEZ PAUL RESTAURANT FRANCAISE— 180 E. Dela-
ware PI. Open 12N-9:30 PM. Closed Sun. Lunch $1.60 to
$2.75. Dinner $3.25 to $5.50. LWB. ' ' Very fine French food. ' '
"Crab meat d la Paul, Dover sole sauteed in butter with
almonds, roast duckling, chicken d la Paul. Some of the
most pleasing meals I've had."

CITRO'S— 181 E. Lake Shore Drive. Open 11:45 AM-2 AM.
Closed Sun. Lunch $1.25. Dinner a la carte only, entrees
$2.50 to $4.95. LWB. ' ' Of particular interest to the gourmet
are their chicken, steaks and chops."

CLUB ALABAM— 747 N. Rush St. Open 6 PM-4 AM.
Closed Sun. & holidays. Dinner $2.50 to $4. LWB. "Out-
standing American cuisine — fine steaks and chops."

CLUB CORSICA,--7918 S. Western Ave. Open 12 N-12 Mid-
night. Closed Tues. Table d'hote only. Lunch $1.10 to *-.25.
Dinner $2.75 to $6.75. LWB. "An adventure in eatini/ for
those who like Italian food. It's outstanding."

CLUB EL BIANCO— 2747 W. 63rd St. Open 12 N-12 Mid-
night Lunch $1.50 to $4. Dinner $2.75 to $6.50. LWB.
"Absolutely the best Italian restaurant yet! The quality of
the food is the highest and the quantity fantastic."

*COMO INN— .546 Milwaukee Ave. Open 11 AM-1 AM;
Sat. 11 AM-3 AM. Lunch $1.05 to $1.95. Dinner $2.85 to
$5.25. LWB. "A choice selection of specialties with either
an Anurican or Con t inental flavor."

CORONA RESTAURANT 531 Rush St. Open 11 AM 2 AM.
A la carte only. Lunch entrees 90^ to $1.50. Dinner entries
$2 to $6. LWB. "For a divine steak dinner, order Harry's
Special Wonderful Italian salad, good setups."

-COUNTRY CLUB HOTEL— 6930 S. Shore Drive, Rte. 41.
Open 11 AM 9 P.M. Chjsod Mon. Lunch $1 to $1.50. Dinner
S2.5() to $4. LWB. "Ilifdi type of hotel cuisine."

-DON THE BEACHCOMBER— 104 E. Walton PI. Open 4
PM-1 AM. A la carte only. Dinner entrees about $4 LWB.
"Cantonese food is the best we have found in Chicago."
"Fine Cantonese food and a wonderful variety of rum
drinks." "Excellent Oriental cidsine, plus every imaginable
nnn drink.''

*DON ROTH'S NEW BLACKHAWK RESTAURANT 139

N. Wabash. Open 11 AM-10:30 PM.; Sat. 11 AMI AM;
Sun. 3:30 PM-10 PM. Lunch $1.25 to $1.95. Dinner k la
carte only, entries $2.50 to $5.50. LWB. "Wonderful roast
beef and baked potato."

THE DRAKE HOTEL— Lake Shore Drive & Upper Michigan
.Vve. Camellia House: Open 12 N-l:30 AM. Lunch $2.50 to
$3.50. Dinner $5.50 to $7.50. LWB. Cape Cod Room: Open
12 N-12 Midnight. A la carte only. Dinner entrees $1.75 to
$5. LWB. Oak Room: Open 7 AM-9 PM. Lunch 95e to $1.50.
Dinner $2.50 to $3.65. LWB. "Incomparable sea food in the
Cape Cod Eoom. The food in this hotel is as good as and
better than you'll find anywhere." "The cuisine here is
perfection — Camellia House is French, Cape Cod Room has
sea food fit for a king, and the Oak Boom serves fine
American meals."

-EMBERS— 67 E. Walton & 1034 N. Dearborn. Open 5 PM-
2 AM. Dinner $2.95 to $4.95. LW. "Serves only roast beef,
baked potato and salad. So good that we never even consider
going any place else for this dish." "Superb." "Very
popular, so better make a reservation."

*ERIE CAFE— 658 N. Wells St. Open 11 AM-2 AM. Closed
Sun. A la carte only. Lunch entrees $1 to $2. Dinner entrees
$2 to $5. LWB. "Extra large steaks are the specialty. You
have to see 'em to believe 'em."

*FRITZEL'S— State at Lake Sts. Open 11 AM-1 AM. Lunch
$1.35 to $2.70. Dinner $2.85 to $5.25. LWB. "Excellent
.steaks, sea food and Continental specialties."

THE GARDEN OF THE ART INSTITUTE OF CHICAGO—
Michigan at Adams. Open 11 AM-4 PM. Closed Sun. &
Oct. through Apr. A la carte only. Lunch entrees $1.24 to
$1.50. "Wonderful for summer luncheon."

GEORGE DIAMOND CHARCOAL BROILED STEAK

HOUSE— 512 S. Wabash Ave. Open 4 PM-12:30 Midnight.
Closed Dec. 24 & 25. Dinner $1.95 to $4.95. LWB. "Un-
doubtedly the best steak in Chicago! Cooked to order
exactly as you specify. Also a bottomless salad bowl of
tossed greens with a choice of three special dressings. Can't
recommend this place highly enough."

GRANATO'S PIZZERIA— 907 W. Taylor St. Open 11:30-
4 AM. Lunch a la carte only, entrees 60c to $3. Dinner $2
to $3.25. LWB. "In the Italian district. Have been eating
pizza here for over twenty years and haven't been disap-
pointed yet."

HENRICI'S RESTAURANT, 67 W. Eandolph St. Open 8
AM to 1 AM. Lunch $1.20 to $2.50. Dinner $1.95 to $4.95.
LWB. "Excellent fare — steaks and chops, as well as Con-
tinental and German specialties prepared to perfection."

^IMPERIAL HOUSE— 50 E. Walton PI. Open 11:30 AM- ,
1 AM; Sun. 4:30 PM-1 AM. A la carte only. Lunch entrees ji
$1.75 to $4. Dinner entrees $3.75 to $6.75. LWB. " Superb \
Continental cuisine. Elegant atmosphere. Should definitely bt I

82 (Supplement p. 32)

U. S. RADIO • March 1959

WOW's Farm Sales Team
Sells Farmers Every Day!

A family-farm operator with 6 years Seven years of every-day

on-the-oir selling . . . trusted . . . believed! service to WOW-LAND farmers!

Farmers don't buy a $4,000 tractor or a $1,000 load of feed on impulse. They're
thinking men. They insist on facts and figures — carefully weigh and compare them
before they buy.

The job of selling farmers is half-done if the prospect knows, trusts and believes
the Salesman. WOW-land farmers do know, trust and do believe Arnold and
Frank, and the entire WOW Farm Sales-Team.

If you want to sell threshing machines or toothpaste to the 129,000 Iowa-
Nebraska WOW area farm families, Arnold and Frank will do it — not once a week, or
once a month but by talking to them man-to-man every day.

REGIONAL RADIO ■■ffnilff^:^^^

WOW

. . CBS

FRANK P. FOGARTY, Vice President and General Manager ^^^^1 ^^^H ^^^^B ^^^H AFFILIATE

BILL WISEMAN, Sales Manager ^^^^V .m.. « ■_• . m. m..w^

^^^B ^^^1 ^^^^^^v ^^^1 ^^^B IN OMAHA AND

JOHN BLAIR & COMPANY, Representatives ^^^^^ |Q3 COUNTIES

A MEREDITH STATION — affiliated with Better Homes and Gardens and Successful Farming Magazines

RADIO • March 1959

(Supplement p. 33) 83

restaurants

listed as Chicago's finest." "Most fashionable place to dine

in all of Chicago. ' '
^IRELAND'S OYSTER HOUSE— 632-38 N. Clark St. Open

11:30 AM-1 AM. Lunch *1 to $2.50. Dinner $2 to |6. LWB.

"Any type of fish or sea food in season. Well prepared."
*ISBELL'S— 940 Rush St. Open 11 AM-2 AM. I.uneh $1.15

to 2.25. Dinner 12.25 to $4.75. LWB. "Has maintained a

high standard of American food for many years now."
*ITALIAN VILLAGE, LA CANTINA— 71 W. Monroe St.,

cellar level. Open 11 :30 AM-1 AM. Closed Sun. Lunch |1.85

to $2.50, Dinner •'t3.U0 to .$6.50. IjWB. "Fine Italian cuisine

and it's authentic."

*JACQUES FRENCH RESTAURANT— 900 N. Michigan Ave.
Open 11:30 AM-12 Midnight. Lunch $1.80 to $3. Dinner
$3.80 to $5.95. LWB. "In the summer the outdoor dining
room has a gay, sidcwalTc cafe atmosphere. It's wonderful!"
"All dishes are r.rcrllent in the grand French Tnanner."

JIM SAINE'S RESTAURANT— 871 N. Hush St. Open 11
AM-1 AM. Lunch $1.45 to $1.85. Dinner $3 to $3.85. LWB.

"Nicely prepared American food priced within reason. Try
the pepper steal: in wine sauce."

KUNGSHOLM SCANDINAVIAN— 100 E. Ontario St. Open
11:30 AM-10:30 I'M. Closed Sun. & holidays. Table d'hote
only. Lunch $2 to $3.50. Dinner $3.75 to $7. LWB. "Beauti-
ful smorgdsbord table — food ta.ttes as good as it looks. Home
of the famous Puppet Opera Show." "Luxurious atmo.sphere
and Scandinavian cuisine with much appeal for the palate."
"Smorgdsbord de luxe. Puppet Opera a must!"

*L'AIGLON— 22 E. Ontario St. Open 11 AM-12 Midnight.
Closed Sun. Lunch .$1.50 to $4. Dinner $3.25 to $6. IWB.

"Classic French cuisine." — O.K. "The setting is exquisite;
the food, exee}t( ut. ' '

LA SALLE HOTEL, LOTUS ROOM— La Salle at Madison St.
Closed Sun. Lunch $1.50 to $4. Dinner $3.25 to $6. LWB.
"Classic French cuisine." "The setting is exquisite; the
food, e.reellent. "

*LE PETIT GOURMET— 619 N. Michigan Ave. Open 11
AM-11:30 PM; Sun. 12 N-8 PM. Lunch 95e to $1.75.
Dinner $1.75 to $4. LWB. "A bit of old New Orleans.
Interesting iiif/iu with German and Italian specialties."

LITTLE FRENCH CAFE— 1525 Howard St. Open 11:30
AM-12 PM. Lunch $1.10 to $1.45. Dinner $2.50 to $4. LWB.
"Fine French food, reasonable prices." "Where the French
meet to eat. The turbot and stuffed mushrooms are
delicious. ' '

LONDON HOUSE— 360 N. Michigan Ave. Open 7:30 AM-
4 AM. Lunch $1 to $2. Dinner $2.50 to $6. LWB. "Fine
place for businessmen who want simple surroundings and a
topnotch stealc." "Top-name jazz entertainment."

MCNAUGHT'S NEW ORLEANS SHRIMP HOUSE— 1019 N.
Rush St. Open 5 PM-11 PM ; Fri. & Sat. 5 PM-1 AM. Closed
Men. A la carte only. Dinner entrees $1.75 to $3. "French
fried shrimp supreme, Creole gumbo and garlic bread!"

MILLER'S STEAK HOUSE— 7011 N. Western Ave. Open
11:30 AM-1:30 AM. A la carte only. Lunch entrees $1.45
to $2.95. Dinner entrees $2.50 to .$5.25. LWB. "Varied
menu — all good. ' '

MISTER KELLY'S— 1028 N. Rush St. Opens 4:30 PM-4 A.M.
Dinner .f4.95 to $6. LWB. "Good stealcs; unusual salad."

OLD HEIDELBERG— 14 W. Randolph St. Open 11 AM-1
AM. Luncli $1.?.0 to $4.25. Dinner $2.10 to $7. LWB. "Ger-
man cooling of a superior nature, plus fine lobster."

THE PALMER HOUSE— Wabash Ave. Open 11:30 AM-
1 AM. Lunch $1.25 to $2.25. Dinner $2.50 to $4.50. LWB.
"String music and luxurious decor set just the right mood
for the fine food served here."

PETE & JENNIE'S WELCOME INN PIZZERIA— 7517 N.
Western Ave. Open 4 PM-2 AM. Dinner $1.25 to $3.25.
LWB. "Fine Italian meals. Superlative pizza."

THE PIT— 1139 N. Dearborn St. Open 5 PM-1 AM. Closed
Sun. A la carte only. Dinner entrees $2.75 to $5.50. LWB.

"American menu features barbecued spareribs. Coleslaw
boasts a dressing that is divine."

*THE RED CARPET— 28 W. Elm St. Open 5 PM-2 AM.
Closed Sun. during July & Aug. Dinner $3.75 to $7.50. LWB.
"A hint of Haiti in the decor and food. The latter, though.

is primarily Continental. Seats only forty people, so be sure
to maTce a reservation." "Such interesting delicacies as
tortue marchard de vin — green turtle stealc sauteed in butter
and simmered in Burgundy wine sauce. Excellent ! ' '

THE RED STAR INN— 1528 N. Clark St. Open 4 PM 12
Midiiiglit. A la carte only. Dinner entries $1.75 to $3.75.
LWB. ' ' Well established old German-Bavarian eatery. Bed
cabbage and Tcartoff elklossc are superior. AUo German
dessert pancalces." "Superb. Impossible to find better Ger-
man food. Imported beer on tap."

-RICCARDO STUDIO RESTAURANT— 437 Rush St. Open
11 :3() AM-4 AM. "Chicago's best known Italian restaurant.
Good wines. " " Excellent Italian food, especially garlic
bread. ' '

RICE BOWL— 4539 Broadway. Open 11 AM-12 :30 Midnight.
Lunch 700 to $1.25. Dinner $1.50 to $3.95. "Superb Can-
tonese .specialties. ' '

ST. HUBERT'S OLD ENGLISH GRILL -316 S. Inderal St.
Open 11 AM-12 Midnight. Closed Sun. & holidays. Lunch
$2.50 to $4. Dinner $5 to $7. LWB. "Old English setting,
paneled ceilings and walls. Best charcoal mutton chops and
baked potato." "Expensive — everything — but for a special
treat, this is it!"

-SHANGRI-LA— 222 N. State St. Open 4 PM-2 AM. A la
carte only. Dinner entrees $1.50 to $4. LWB. "Cantonese
food par excellence. Exotic drinks. Very pleasant atmos-
phere. ' '

^SHERMAN HOTEL— Clark & Randolph Sts. Open for
lunch, dinner & supper. LWB. " They know how to cook fish!
Just to firmness, not tough." "Delicious trout amandine."

-SINGAPORE RESTAURANT— 1011 Rush St. Open 5 PM-
4 AM. A la carte only. Dinner entrees $2.35 to .$5.25. LWB.
"The finest charcoal-broiled ribs we have eaten anywhere in
the country."

SOVERIGN HOTEL, STUART ROOM— 6200 N. Kenniore St.
Open 5 PM-2 AM. Closed Mon. Dinner $2.50 to $4.50. LWB.
"Very ' gemiitlich' atmosphere. Wonderful service — large
silver coffee urn wheeled to one's table, also a tremendous
Lazy Susan full of such appetizers as stuffed fish, sour cream
and chopped liver. Prime meat and magnificent pastry."

*STOCKYARD INN— 4178 S. Halsted. Open 7 AM-11 PM.
Lunch $1.25 to $2.75. Dinner $3.25 to $6.75. LWB. "Fabu-
lous cuts of beef, perfectly selected and aged. I've often
tasted meat as tender, but never as flavorful." "What can I
say.' It 's great. ' '

STOP & SHOP RESTAURANT— 16 W. Washington St. Open

11 AM-8 PM. Closed Sun. & Holidays. Lunch $1 to $1.30.
Dinner $1.50 to $2.80. LWB. "Good food and fast service."

*TEDDY'S ITALIAN RESTAURANT— 16 E. Huron St. Open

12 X-2 PM. Lunch 75c to 1.25. Dinner $2 to $4.50. LWB.
"Not only fine Italian specialties, but delicious steaks, chops
and sea food."

THE WHITEHALL CLUB— 105 E. Delaware PI. Open 12 N-
2 AM. Closed Sun. A la carte only. Lunch entrees $1.50 to
$3. Dinner entrees $2.50 to $5. LWB. "Famous for chicken
Martinique, eggs Whitehall, and homemade chocolate ice
cream. Club sandwiches are served on toast ivhieh has been
flavored with Eoquefort cheese. Most interesting and delicious
food. ' '

WILLIAM TELL, THE HOUSE OF FINE STEAKS— 5711
W. North Ave. Open 5 PM-2 AM; Sun. & holidays 3 PM-
12 Midnight. Closed during Mar. Dinner 2.50 to $7. LWB.
" Beplica of a Swiss inn with a touch of modern design.
Food is very tasty — relish tray is a meal in itself. Zither
music. ' '

*WINDERMERE EAST HOTEL, THE ANCHORAGE— 1642
E. 56th St. Open 7 AM-1 AM. Lunch $1.65 to $1.95. Dinner
§2.55 to $4.50. LWB. "Varied menu. Excellent preparation
and service. Moderate prices."

WRIGLEY BUILDING RESTAURANT— 410 X. Michigan
Ave. Open 10 AM-9 PM; Sat. 2:30 PM-9 PM. Lunch $1.60
to $3. Dinner $2.75 to $5. LWB. "Wide variety of fine food
prepared for the true gourmet. Popular with the advertising
fraternity." "Greater variety of unusual dishes than the
ordinary better restaurant."

84 {Supplement p. 34)

U. S. RADIO • ^L^rch 1059

50,000 people watts

Capital Station of the Empire State

DUNCAN MOUNSEY JOSEPH A. FARRAR represented nationally by

Executive Vice-President & General Manager Commercial Manager ROBERT E. EASTMAN & CO., INC.

U. S. RADIO • March 1959

{Supplement p. 35) 85-

advertisers

Admiral Corp., 3800 W. Cortland - SP 2-0100

American Dairy Assoc., 20 N. Wacker ST 2-4916

American Hair & Felt, Merchandise Mart — _ SU 7-7252

Armour, Union Stock Yards _ _ YA 7-4100

Bauer & Black, 309 W. Jackson WE 9-7100

Beatrice Foods, 120 S. LaSalle -- VI 2-2700

Bell & Howell, 7100 McCormlck Rd. - AM 2-1600

Borg-Warner, 3 10 S. Michigan WA 2-7700

Bowman Dairy, 140 W. Ontario -'- SU 7-6800

Bresler Ice Cream Co., 4010 W. Balden - CA 7-6700

Helene Curtis Industries, 4401 W. North _ OA 7-6600

Curtiss Candy, 3638 N. Broadway Bl 8-6300

Dad's Root Beer, 2800 N. Talman IN 3-4600

Derby Foods, 3327 W. 47th PI. - VI 7-4400

Ekco, 1949 N. Cicero - BE 7-6000

Florsheim Shoes, 130 S. Canal - FR 2-6666

Greyhound Corp., 5600 W. Jarvis (Niles) Nl 7-6400

Hoover Co., Merchandise Mart Plaza WH 3-1162

Hotpoint, 5600 W. Taylor - „ MA 6-2000

Household Finance Corp., Prudential Plaza - WH 4-7 1 74

Illinois Bell Tel., 212 W. Washington „ OF 3 9300

Intl. Harvester, 180 N. Michigan AN 3-4200

Jays Foods, 825 E. 99th IN 8-8400

Kraft Foods, 500 N. Peshtigo Court _ WH 4-7300

Lanolin Plus, 30 W. Hubbard DE 7-7000

Libby, McNeill & Libby, W. Exch. & S. Packers YA 7-0240

Mars Candy, 2019 N. Oak Park . ME 7-3000

Maybelline, 5900 N. Ridge _ LO 1-1645

Oscar Mayer Co., 1241 N. Sedgwick _ Ml 2-1200

Monarch Finer Foods, 2199 W. River Grove TU 9-5000

Motorola, 454B W. Augusta _ SP 2-6500

Mystik Adhesive Products, 2635 N. Kildare SP 2-1600

O'Cedar, 2246 W. 49th LA 3-4700

Orange Crush, 2201 Main, Evanston DA 8-8850

Pabst, 221 N. LaSalle ST 2-7600

Peter Hand Brewery, 1000 W. North _ _ MO 4-6300

Pure Oil, 35 E. Wacker ST 2-2100

Purity Bakeries, 4504 S. Sacramento YA 7-8556

Quaker Oats, 345 Merchandise Mart _ - WH 4-0600

Simonii Co., 2100 S. Indiana DA 6-6700

S.O.S., 7123 W. 65th _ PO 7-7800

Standard Oil of Ind., 910 S. Michigan HA 7-9200

Stewart-Warner Corp., 1826 Diversey Pkwy ... LA 5-6000

Sunbeam, 5600 W. Roosevelt Rd ES 8-8000

Swift, Union Stock Yards _ YA 7-4200

Toni, Merchandise Mart — WH 4-1800

United Airlines, 5959 S. Cicero PO 7-3300

Wilson & Co., Prudential Plaza WH 4-4600

Wine Corp. of Amer., 3737 S. Sacramento CL 4-6300

Wm. Wrialey, 410 N. Michigan _ SU 7-2121

Zenith, 6001 W. Dickens _ _ - BE 7-7500

Aubrey, Finlay, Marley & Hodgson, 230 N. Michigan .. . Fl 6-1600

N. W. Ayer & Son, 135 S. LaSalle .-. AN 3-71 I I

A. N. Baker Advertising Agy., 189 W. Madison FR 2-8895

BBDO, 919 N Michigan . _ SU 7-9200

Beaumont & Hohm»n. 6 N. Michigan . RA 6-6181

Walter F. Bennett & Co., 20 N. Wacker Dr. _ FR 2-1 13 I

Bozell & Jacobs. 205 N. LaSalle CE 6-0870

Burton Browne, 619 N. Michigan SU 7-7700

Buchen Co., 400 W. Madison RA 6-9305

Burlingame-Grossman, 207 S. Wabash WA 2-3383

Leo Burnett. Prudential Plaza .... _ _ CE 6-5959

Calkins & Holden, Prudential Plaza .... RA 6-3830

Campbell-Ewald, 230 N. Michigan CE 6-1946

Campbell-Mithun. 919 N. Michigan DF 7-7553

Caples Co., 216 E. Ontario SU 7-6016

Compton Adv., 141 W. Jackson HA 7-6935

Cunningham & Walsh, 6 N. Michigan AN 3-3138

Dancer-Fitzgerald-Sample, 221 N. LaSalle .... Fl 6-4700

D'Arcy Advertising, Prundential Plaza . Ml 2-5332

Donahue & Coe, Inc., Merchandise Mart Plaza SU 7-8969

W. B. Doner & Co., 35 E. Wacker AN 3-7800

Doremus & Co., 208 S. LaSalle ..... CE 6-9132

Erwin Wasey, Ruthrauff & Ryan, 360 N. Michigan Fl 6-1833

M. M. Fisher Assoc., 79 W. Monroe .......... CE 6-6226

Fensholt Adv. Agcy., 360 N. M ichigan RA 6-1670

Foote, Cone & Belding, 155 E. Superior SU 7-4800

Albert Frank-Guenther Law, I N. LaSalle DE 2-6424

Clinton E. Frank, Merchandise Mart ...WH 4-5900

Fuller & Smith & Ross, 105 W. Adams AN 3-5039

Phil Gordon Agency, 23 E. Jackson HA 7-2103

Gordon Best Co., 228 N. LaSalle ST 2-5060

Gourfain-Loeff. Inc., 205 W. Wacker Dr. AN 3-0889

Grant Adv., 919 N. Michigan SU 7-6500

Grant, Schwenck & Baker, 520 N. Michigan WH 3-1033

Grossfeld & Staff, 22 W. Monroe AN 3-6904

Guenther-Bradford Co., 15 E. Huron SU 7-9474

George H. Hartman Co., 307 N. Michigan AN 3-0130

Henri, Hur-t & McDonald, 121 W. Wacker - FR 2-9180

H. W. Kastor & Sons Adv., 75 E. Wacker CE 6-5331

Kenyon & Eckhardt, 221 N. LaSalle Fl 6-4020

Keyes, Madden & Jones, 919 N. Michigan WH 3-2133

Al Paul Lefton, 435 N. Michigan SU 7-9511

W. E. Long Co., 188 W. Randolph RA 6-4606

Earle Ludgin. I 2 1 W. Wacker AN 3-1888

MacDonald-Cook, 360 N. Michigan . AN 3-1224

MacFarland, Aveyard & Co., 333 N. Michigan RA 6-9360

Malcolm-Howard Adv. Agency, 203 N. Wabash AN 3-0022

Maxon, Inc., 919 N. Michigan WH 4-1676

McCann-Erickson, 318 S. Michigan WE 9-3700

McCarty Co., 520 N. Michigan Ml 2-0300

Arthur Meyerhoff & Co., 410 N. Michigan .- DE 7-7860

Needham, Louis & Brorby, Prudential BIdg. WH 4-3400

North Advtsg. Inc., Merchandise Mart WH 4-5030

Olian & Bronner, 35 E. Wacker ST 2-3381

J. R. Pershall, 105 W. Adams PR 2-8440

Presba-Fellers & Presba, 360 N. Michigan CE 6-7683

L. W. Ramsey Co., 230 N. Michigan FR 2-8155

Reach, McClinton & Co., Prudential Plaza DE 7-5664

Reincke, Meyer & Finn, 520 N. Michigan WH 4-7440

Fletcher D. Richards, 221 N. LaSalle Fl 6-3585

Robertson, Buckley & Gotsch, 108 N. State ST 2-5336

Roche, Rickerd & Cleary Inc., 135 S. LaSalle RA 6-9760

R. Jack Scott, Inc., 814 N. Michigan WH 4-6885

John W. Shaw, 51 E. Superior MO 4-6323

Tatham- Laird, 64 E. Jackson -HA 7-3700

J. Walter Thompson, 410 N. Michigan MO 4-6700

Turner Adv., 216 E. Superior Ml 2-6426

Geoffrey Wade, 20 N. Wacker Fl 6-2100

Waldie & Briggs, 221 N. LaSalle FR 2-8422

Edw. H. Weiss Co., 360 N. Michigan CE 6-7252

Western Adv. Agcy., 35 E. Wacker -AN 3-2545

Young & Rubicam, 333 N. Michigan Fl 6-0750

music • radio services

Agency Recording Studios, 20 N. Wacker CE 6-3632

ASCAP, 8 S. Michigan .. ST 2-8289

BMI, 360 N. Michigan AN 3-5394

Columbia Transcriptions, 630 N. McClurg Ct. WH 4-6000

RCA Recording Studios, 445 N. Lake Shore Dr WH 4-3215

Standard Radio, 360 N. Michigan ST 2-5322

Hal T--its Prodns., 192 N. Clark AN 3-6520

L. S. Toogood Recording, 221 N. LaSalle CE 6-5275

Universal Recording, 46 E. Walton Ml 2-6465

8() {Supplement p. 36)

U. S. R.iDlO • March lv)59

How WDSU advertisers

( they also like what they hear )

radio

They SEE the WDSU picture window studio on the Rue Royale

They SEE the WDSU mobile studio at the point of sale

They SEE the WDSU merchandising program —complete, effective

They SEE the happy results of WDSU's balanced musical format,
authoritative news coverage, thought-provoking editorials —
programming aimed straight at the great "able-to-buy" market

And many SEE Community Club Awards pay extra in sales results.

WDSU RADIO

NEW ORLEANS

U. S. RADIO • March 1959

{Supplement p. 37) 87

networks

American Broadcasting Co., 190 N. State St AN 3-0800

Columbia Broadcasting System, 630 N. McClurg Ct. , WH 4-6000

AM Radio Sales, 400 N. Michigan MO 4-6555

Avery-Knodel, Prudential Plaza WH 4-6859

Hil F. Best, 205 W. Wacker Dr. _ ST 2-5096

John Blair & Co., 520 N. Michigan SU 7-2300

Boiling Co., 435 N. Michigan WH 3-2040

Branham Co., 360 N. Michigan .-CE 6-5726

Broadcast Time Sales, 333 N. Michigan _ ... ST 2-1405

Burn-Smith, 307 N. Michigan CE 6-4437

CBS Radio Spot Sales. 630 N. McClurg Ct ..„..WH 4-6000

Henry I. Chrlstal, 333 N. Michigan - - ..- - - .CE 6-6357

Thomas F. Clark Co. Inc., 35 E. Walker Drive - ST 2-1663

Continental Radio Sales, 228 N. LaSalle --FR 2-2095

Donald Cooke, 205 W. Wacker Dr ST 2-5096

Crosley, 360 N. Michigan ..ST 2-6693

Devney, Inc., 185 N. Wabash Ave ST 2-5282

Bob Dore Assoc., 360 N. Michigan Fl 6-6828

Robert E. Eastman & Co. Inc., 333 N. Michigan -- Fl 6-7640

Everett-McKinney, 410 N. Michigan SU 7-9052

FM Unlimited Inc.. 161 E. Erie Street ...SU 7-5262

Forjoe & Co., 435 N. Michigan _ _ ...DE 7-3504

Glll-Perna, 75 E. Wacker ..FR 2-8665

W. S. Grant Co. Inc., 75 E. Wacker Dr ... Fl 6-9529

Headley-Reed Co., 230 N. Michigan FR 2-4686

George P. Holllngbery, 307 N. Michigan DE 2-6060

Keystone Broadcasting System. I II W. Washington .ST. 2-8900

Mutual Broadcasting System, 435 N. Michigan WH 4-5060

National Broadcasting Co., Merchandise Mart Plaza .. . SU 7-8300

Hal Holman Co., 64 E. Lake FR 2-0016

H-R Representatives. 35 E. Wacker RA 6-6440

Indie Sales, 205 W, Wacker Dr ST 2-5096

Katz Agency, Prudential Plaza _ MO 4-7150

Robert S. Keller, 205 W. Wacker ST 2-5096

Jack Masia & Co., 435 N. Michigan SU 7-6048

McGavren Quinn, 35 E. Wacker Dr. FR 2-1370

The Meeker Company Inc.. 333 N. Michigan CE 6-1742

Joseph Hershey McGillvra, 185 N. Wabash ST 2-5282

NBC Spot Sales, Merchandise Mart _ _..SU 7-8300

John E. Pearson, 333 N. Michigan _ ST 2-7494

Peters, Griffin, Woodward, Inc.. Prudential Plaza FR 2-6373

Edward Retry, 400 N. Michigan WH 4-0011

Radio-TV Reps., 75 E. Wacker Fl 6-0982

Wm. G. Rambeau, 185 N. Wabash - AN 3-5566

Paul H. Raymer Co.. 435 N. Michigan - SU 7-4473

Wm. J. Rellly, 55 E. Washington AN 3-6137

Sears & Ayer, 612 N. Michigan . SU 7-8177

Simmons Associates, 333 N. Michigan _ DE 2-2375

Stars National, 35 E. Wacker Dr. _ _ - CE 6-2135

Venard, Rintoul & McConnell. 35 E. Wacker ST 2-5260

Walker-Rawalt Co., 360 N. Michigan AN 3-5771

Weed Radio Co.. Prudential Plaza - WH 3-3434

Adam Young, Prudential Plaza „ - Ml 2-6190

Advertising Checking Bureau, 18 S. Michigan ST 2-7874

American Research Bureau, Inc., 435 N. Michigan - SU 7-3388

Market Research Corp. of America, 425 N. Michigan .. MO 4-4600

A. C. Nielsen Co., 2101 Howard

Radio Reports, 1550 E. 53rd

Social Research, 145 E. Ohio

HO 5-4400
HY 3-3215
Ml 2-2664

the

CANADIAN BROADCASTING CORPORATION

is pleased to announce that

McGAVREN-QUINN CORPORATION

NEW YORK

CHICAGO • LOS ANGELES • SAN FRANCISCO

DETROIT • SEATTLE

Has been appointed to represent the CBC's

Trans-Canada and Dominion Radio Netzvorks
and sixteen CBC-owned english radio stations

88 (Supplement p. 38)

U. S. RADIO • March 195?

Bartell
Family Radio

Means

By any measurement, this radio is first
in each Bartell market.
Especially when figured in
results . . . response . . . buyership.
Your advertising reaches buyers
(the best kind of audience!)

Product of

scholarship, showmanship, salesmanship.

Bartell it , . . and sell it!

Greater
Buyership

BHRTEU

_ininiM{_

RRDIO

COAST TO COAST

I l»» J I r» r J I ^ ii«o in Binntri^
Laso ID BiSminsHQin J

* AMERICA'S FIRST RADIO FAMILY SERVING 15 MILLION BUYERS

Sold Nationally by ADAM YOUNG INC.

V. S. RADIO • March 1959

(Supplement p. 39) 89

Niinicrous requests lor ariicles have necessitated reprinting in c|iian-
tity. . . . The following reprints are currently available:

• RADIO: The Way to Food Shopper's Heart

• Tetley Leaves it to Radio

• Negro Radio Tells its Story

• Smoothing on Saturation Radio

• Thrivo Barks Back

• Teenagers are Radio's Small Fry

For further itiforiiicitiott, write —

Reprints
U.S. RADIO

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vertising ... be sure you see each monthly issue of U.S. RADIO.

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□ Home Address.
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.Zone.

-State-

PLEASE BILL □

PAYMENT ENCLOSED □

It takes force and lots of it to beachhead

in a major market. When the target is Dallas the fighting is rough and the stakes are high. In
the first six months of Balaban operation radio KBOX has increased its audience over 300%!
That's force. The right kind. The right amount. But of more importance it's force on the
move. Everyday more people switch to radio KBOX than to any other station in the nation!

THE COLLINS MAN IS HERE WITH YOUR RADIO STATION, SIR.

Everything you need to get on the air fast with the stronge
cleanest signal . . . from microphone to antenna. Colli:
is a single, complete source of broadcasting equipmel

C—^-t^^J^^i^ CREATIVE LEADER IN COMMUNICATION ^^COLLINSli

hometown USA

• Commercial Clinic

• Station Log

• BPA Memo
(Local Promotion)

• Radio Registers

Suburbia:

Newspaper circulation drops off,
RAB siiows, when coverage in city
is compared witli retail trading zone

The companionable call let-
ters of radio are becoming
an increasingly more famil-
iar soimd in suburban U.S.A. than
the thump of the daily newspaper
landing on the front porch.

This shift to "ear-catching" of the
non-city dweller, says the Radio Ad-
vertising Bureau, is evident in re-
sults from two recent studies made
by its staff. One, a preliminary sur-
vey of five major markets, indicates
radio is increasing its penetration of
out-of-city homes; the other, an anal-
ysis of 50 market areas, docimients
what RAB terms the newspaper cir-
culation "drop-oft" from city to sub-
urb.

Up to foiu' radio stations in each

of the five markets studied — Los An-
geles, Boston. Chicago, Buffalo and
Detroit — exceed their "city zone"
penetration when reaching out into
the suburbs, according to RAB.
Inside the city as well as outside, the
bureau adds, "]3erccnt of homes
reached" by radio exceeds that of
newspapers. At the same time, RAB
says, 18 of the 19 newspapers ex-
amined in these markets "drop oft"
— that is, fail to equal their city zone
coverage in the retail trading /one.

In one city, the study reveals, the
top-ranking newspaper reaches 19.8
percent of retail trading zone homes
while the leading radio station
reaches 43 percent. Of the five other
ranking ptdjlications and stations

compared, the second paper reaches
1 1 percent and the second station
39.8 percent; the third paper, 8.6
percent and third station, 33.3 per-
cent; the fourth paper, 7.5 percent,
and fourth station, 30 percent: the
fifth paper, 6.6 percent, and fifth
station, 26.8, and the sixth paper,
6.4, and sixth station, 18.7 percent.

In detailing the results of its jQ-
market study of newspaper (ircula-
tion, RAB discloses that less than
half — 42.2 percent — of the homes
in "retail trading zones" across the
country receive any daily ne\vspaper.
In defining "retail trading zones,"
the bureau explains, it has used the
boundaries set by the Audit Bureau
of Circulation to distinguish those
"city - buying" areas from cities
proper.

Implications of the findings for
the listener's medium are immediate
—and considerable, RAB believes.
Radio, it emphasizes, can reach eco-
nomically and consistently into out-
of-city homes in many markets where
newspapers falter at the city limits.
.And, the bureau points out, this
ability is doubly significant to adver-
tisers who are aware that presently

U. S. RADIO • March 1959

^ HOMETOWN U.S.A.

burgeoning suburbs will increase an
estimated 85 percent by 1975, mainly
through the addition of the"best
prospective custoiners," too.

An example from the study illus-
trates the degree of "drop-off" evi-
dent in current circulation figures
for one southern market. Newspaper
A, reaching 27.7 percent of city
homes, and newspaper R, reaching
71.5 percent, between them cover
82.2 percent without duplication, ac-
cording to RAB findings; however,
ino\ing out into the retail trading
zone, newspaper A's circulation
drops to 14.8 percent and newspaper
B's to 20.9 percent, for a total un-
dujjlicaied coverage in this area of
26.1 percent. The two papers to-
gether reach an unduplicated total
of 47.9 jjcrcent of the homes in both
city and retail trading zones, the
study indicates.

In a ^V^est Coast market, four twin-

city dailies have a combined in-city
home coverage of 79.1 jjercent, says
RAB, with individual rankings from
0.5 percent to 71.5 percent. Beyond
the city /one biu within the retail
trading area, the four papers report-
edly drop to a combined home cov-
erage of 49.8 percent — and in this
case, the newspaper will) the lowest
in-city coverage iioasts the high ol
26.1 percent while the one with the
highest in-city coverage hits a feeble
3.1 jjercent.

Why is it contended that daily
papers are on the outs with sub-
urban homes? RAB's study doesn't
dehe into this aspect of the sidjject,
l)ut the l)ineau believes it can delect
at least jjait oi the answer in the
operations themselves ol the dailies.

"A great weakness of newspapers
seems to be their difficulty in keep-
ing up with the migration of custo-
mers who decide to live outside the

city," says Miles David, director of
promotion. "This difficulty stems
l)oth lioin the economics and the
(hanging coimmniity iiUcrests in-
volved.

"In the first instance, distributif)n
costs increase as the customer moves
farther from the central area. Phy-
sical transmission of the papers be-
comes more complex in many ways.

"In the second instance, a lamily's
iiuerests change when it moves from
one community to another. Daily
jjapers in many cases aren't able to
respond to or reflect the new habits
and tastes of this transplanted
family."

Radio's natural advantages for
reaching the subiul)an resident, he
says, include its ease of transmission
to outlying districts. At a flick of
the radio dial, Mr. David points out,
the Joneses are "at home" to news,
advertisements, services and enter-
tainment features that needn't wait
for the once-a-day rounds of the
])aper boy.

Many stations ha\c, in addition,
cultivated a talent for prcjgranuning
to local interests at the same time
they are attracting an increasingly
wide audience, the RAB executive
explains. In touching upon subjects
of immediate appeal, radio can pro-
Aide both news and feature coverage
at minimum expense ("A beeper
]jhone call from the scene can give
greater immediacy — at far less cost —
than newspaper coverage") and beat
the press to its audience.

Radio's commimity interest pro-
grams such as high school sports
coverage, "remotes" from points of
action and taped interviews are
among the features RAB describes
as meeting the wishes of suburban
listeners.

Of the 3,334 am radio stations in
the United States, Mr. David ob-
serves, a number still are not making
the most of these natural advantages.

"Depending on the circumstances,
of cotirse, which may vary with the
station and its locale, it behooves
radio people to recognize and use
fully the selling edge they have over
newspapers \\hen it comes to reach-
ing the important suburban custo-
mer," he says. • • •

HOME COVERAGE BY NEWSPAPERS

Samples from a Radio Advertising Bureau study of 50 markets
showing percent of homes reached by newspapers. "City zone"
refers to the corporate limits of the city plus contiguous areas
which can't be readily distinguished from it; "retail trading zone"
includes the area beyond the city zone whose residents regularly
trade to an important degree with retail merchants in the city zone.

City

Retail

Total

Zone

Trading

Both

Newspaper

Zone

Zones

Southwestern

52.5%

19.8%

35.6%

Market

59.5

17.1

37.6

Unduplicated

coverage

64.7

58.8

62.3

Twin City West Coast

6.5

26.1

16.8

Market

71.5

3.1

35.6

41.8

26.1

34.0

27.4

2.5

15.1

Unduplicated

coverage

79.1

49.8

74.2

Southern Market

27.7

14.8

21.1

71.5

20.9

45.6

Unduplicated

coverage

82.2

26.1

47.9

California Market

38.5

13.9

29.3

41.7

6.9

28.6

Unduplicated

coverage

84.7

29.5

62.1

S. RADIO * March 1959

^ HOMETOWN U.S.A.

commercial
clinic

New Horizons in Sound
Are Seen by Ray Mauer

Sound eflcrts — a radio mainstay
since the nu'diuin's l)irlh — are being
employed in commercials today Avith
unprecedented originality and fre-
cjuency, according to an advertising
agency executive.

"We are using more sound in our
commercials than ever before, and
every day we discover new ways to
make it pay off in commercial ef-
fectiveness," declares Ray Mauer,
vice president and assistant creative
director, Geyer, Morey, Madden &:
Ballard Inc., New York.

"Not only has the industry refined
the use of standard sounds, but with
the development of electronically
produced sound I don't see any limit
to its value as a creative selling tool."

Mr. Mauer points out that elec-
tronics will be producing sounds a
few years from now that no one has
ever heard today and he sees no
reason why manv of them cannot be
adapted to commercial use.

""\Ve are already giving sounds to
things that have never been heard
by the human ear before," he says.
"We just use our imagination and
make them up."

For example, \\hen some Ameri-
can Motors' copv called for noises
made by dinosaurs, the agency crea-
tive staff got together with the sound
effects men and experimented until
they were satisfied with the dino-
saur's "voice."

On another occasion, Geyer's Kel-
vinator account needed a sound
representing a star — to be used in
conjunction with the firm's "Luckv
Star" sale last fall. On four days'
notice, Mr. Mauer and his staff
sifted sound possibilities, decided on
an electronic instrument called the
theremin, located one of two known
theremin players in the East, re-
wrote the copy to fit the new sound,
made the recording and presented
same to the client.

Mr. Mauer credits the star sound
not onlv with heloing to make some-
thing different out of what could
have been "just another sale com-
mercial," but also with considerable
promotional value.

While it would be impossible, in

U. S. RADIO • M;ircli 1959

Ml. Mauer's opinion, to compile an
exhaustive list of all the ways in
which sound effects can be em-
ployed in connnercials — "They are
as limitless as men's imaginations" —

Ray Mauer, vice pres. of GMM&B.

he does explain several of the more
common uses current today:

• To attract attention. Perhaps
the most usual way of using
sound effects, Mr. Mauer be-
lieves, is at the opening of a
commercial to attract the lis-
tener's attention. The sound
employed may be pertinent to
the product itself, or it may be a
"borrowed interest" device
which integrates into the com-
mercial message. As an example
of this method, he cites the
bugle call Avhich begins each of
the Bond Clothes commercials.

• To create product identifica-
tion. The use of a sound as a
kind of "audio trademark" can
be particidarly effective, Mr.
Mauer states. This techni(|ue
is designed to make the audi-
ence identify the sound and the
product to such a degree that
whenever they hear the sound
they think of the product. A
fine example of this usage cur-
rently making the rounds is, in
Mr. Mauer's view, the gong of
the Northwest Orient .\irlines.

"The gong — long associated with
the Far East — is becoming a symbol
for the 'Orient' part of the fnui's
name. This identification is parti-
cularly helpful in the airline held
where all the names are so much
alike that it is easy to confuse one
wiih another."

• To describe a situation, prod-
uct or mood. This method is
employed to paint a vivid pic-
ture in sound, to draw the audi-
ence more closely into the com-
mercial and to add realism. For
example, in working up a com-
mercial to advertise Rambler
cars, the Geyer staff decided to
translate the print media car-
toon fables to the broadcast
media.

"What emerged," says Mr. Mauer,
"was a sort of radio rebus: The
whimsical adventures of the own-
ers of 'dinosaur' cars, 'gas-hog'
cars and so on were told largely
through descriptive sound effects.
There were big-car horns for the too-
big cars: small-car horns for the too-
small cars; greedy slurps for the gas-
hogs. When one disgusted owner
hurled his car over a cliff into the
sea, the sound told the story com-
plete with splashes, while the voice-
over quickly moved him into a
Rambler showroom."

• To highlight or accent certain
key words or phrases. Sound
effects may also be utilized to
make a sales message's high
points stand out and to fix them
in the listener's mind. A simple
and frequently employed exam-
ple of this technique is the use
of a siren or bell near impor-
tant phrases.

"The use of sound effects in these
and other ways forms an indispens-
!Mauer declares. "Although sound
hasn't been as widely used yet as
words and music, it is rapidly com-
ing into its own." • • •

HOMETOWN U.S.A.

Station log

► News:

WWl Charlotte, N. C, is spreading
Communist propaganda — direct
from Moscow — and listener reaction
is reported "very lavorable."

Calm yourself, Congressman! The
Sunday night broadcasts of Radio
Moscow are the station's way of
letting Americans hear, "for the first
time, exactly how the Communists
are fighting the cold war, how they
are attempting to undermine and
destroy the Free Workl in general
and America in particular."

Jefferson Standard Broadcasting
Co. Executive Vice President Charles
H. Crutchfield says he realizes that
a few listeners will accuse WBT of
spreading the Comnuinist line.
"This is precisely what we will do,"
he declares. "However, we are hope-
ful that our efforts will he so effec-
tive that the usual complacency
among Americans will he shaken to
the very roots."

Alan Newcomb of WBT and
Rupert Gillett, former associate
editor of the CJiarlotte Obsei-uer,
conduct the program. They inter-
rupt the tape-recorded Radio Moscow
"newscast" at necessary intervals to
explain, rehue and comment on the
subjects covered.

Microphones in Houston, Tex.,
are finding a welcome in a formerly
lorbidden area. And KXYZ Houston

Principals on hand in transfer of Indianapolis
Muzak franchise to WFBM are: Seated, J.
Ripley Kiel, former co-holder of franchise,
and Shir! K. Evans, WFBM-Muzak mgr. Stand-
ing from left, are Weston C. Pullen Jr., WFBM
president; Kenneth J. Hovey, former franchise
co-owner, and Eldon Campbell, WFBM-AM-
TV vice president and general manager.

has received compliments from judge,
prosecutor and defense attorneys on
its coverage of the recent Stickney
nuncler trial.

KXYZ taped principal portions ol
the trial for broadcast every 30
minutes, and had live microphones
in court for the verdict. The judge,
by the way, invited the radio news-
men back.

Residents ol Kentucky were
warned and kept abreast of recent
weather news when WAVE Louis-
ville made what it claims is the first
use of CONELRAD for tornado
warnings in the state.

From 12:50 p.m. to 11:05 p.m.,
WAVE aired constant reports on the
CONELRAD !)and. Other Louis-
ville stations that did not have tele-
type service to the weather bureau,
WAVE says, got the latest weather
advisories from WAVE, as phone
lures to the bureau were tied-up.
\VAVE broadcast eyewitness ac-
counts as well as the radar and
v-,'eather bureau reports.

► Public Service:

On the theory that radio's public
service contributions are more easily
understood and dramatized when
measured in dollars, two stations
have reported the release of figures
to illustrate this phase of radio activ-
ity.

WOAM Miami, Fla., reports that
during 1958, "to further local, re-
gional, national and international
concepts, which help make for a
better community, nation and
world," it contributed the following:

Spot announcements — 41,297. Pro-
grams— 725, ranging from 15 minutes
and up, and totaling 259 hours. "A
conservative estimate of the free pub-
lic service time, based on our existing
rate cards," Jack L. Sandler, WQ.\M
general manager claims, "would be
upwards of $500,000."

Afore than $438,385 in free time
was donated by WHLI Hempstead,
N. v., during 1958, according to
John T. Clayton, the station's direc-
tor of public affairs.

W^HLl lists 647 public service pro-

A welcome to Omaha is given Frank Arney
(center), newly appointed assistant farm di-
rector at WOW-AM-TV, by Arnold Peterson
(left), WOW's farm director, and Ray Olson,
the Nebraska station's program director.

grams and 12,022 announcements for
national and Long Island campaigns.
\VHL1 also contributed time, Nfr.
Clayton says, for 3,443 "Calendar of
Events" items for scime 1,500 com-
uuuiit\' organizations.

► Programming:

The second annual Pop Music
Disc Jockey Convention and Semi-
nar, sponsored by the Storz Stations
■\vith the cooperation of the various
lecord companies, will be held at
the Americana Hotel, Miami Beach,
from May 28 through May 30.

Listed as speakers so far are Gor-
don McLendon, president of the
McLendon Stations, and Matthew
J. Culligan, executive vice president
in charge ot NBC Radio. The Storz
people indicate that the entertain-
ment portions will feature "the big-
gest line-up of top name talent ever
assembled on one stage."

Standard Radio Transcription
Services Inc. and Amay Inc., Chi-
cago sound recording studios, have
arranged for Amay to install a
branch studio for tape recording,
transferring and editing in Stand-
ard's Chicago office. Standard will
headquarter at the Sheraton-Black-
stone during the NAB Convention.

Lang-Worth Inc., New York, w-ith
its February release to stations, re-
ports it is experimenting with am-fm
stereo tape. About 31 cuts were in-
cluded for station ID's and lead-ins.

V. S. RADIO • March 1959

HOMETOWN U S A.

BP A memo

Radio Sends People
Everywhere, Too

Ratlio not onh rcdclies pc()i)lc every-
\vhere, it sends ihcm everywhere, too.
Picking up on a trend that is grow-
ing in pojjuhirity, many radio sta-
tions are conchicting different pro-
motions with the same prize: A
trip to far aAvay ])laces.

Reports from four stations, KDAY
Los Angeles, \VXYZ Detroit, WOV
New York and WFIL* Philadelphia
— ha\e listeners traveling across the
country from Palm Springs to New
^'ork, and to more distant cities such
as Paris and San Juan, P. R.

At KDAY, a contest to find the
"most pooped pooch" provided a
four-day, all-expense-paid trip for the
winning pooch and for the two "hu-
mans" the dog selected for traveling
conijjanions. About 500 "pooped
pooches ' reportedly entered the com-
petition.

WXYZ is sending Avinners of a
"Mystery Star" contest to New York
for a "Hit Show Weekend." The
nine-week contest, which comes to
a close at the end of March, is built
around the Paul Winter Show and
is di\ ided into three 3-week segments.
Clues in jingle form are provided by
Mr. AV^inter for each day's "mystery
star. ' Winners of the daily competi-
tion receive two LP recordings and
are then eligible for the New York
weekend trip — the grand prize that
is awarded at the end of each three-
week phase. To win the trip for two,
finalists have to tell "What they like
most about WXYZ Radio" in 50
words.

Winners of WOV's "Mystery
Voices" contest are going to Europe
and Florida (the first and third
prizes, respectively) . The second
prize was a Westinghouse refriger-
ator-freezer combination. The con-
test extended for about three months.
Before the three grand prizes, awards
were made to weekly winners. A
total of 9,490 prizes were made to
55,505 entrants. In one week, for

*Denotes stations who are members of
BPA (Broadcasters' Promotion Association).

example, there were 1,700 entrants
who guessed the correct voice. The
contest was held for WOV's Italian-
language audience (the station also
programs for the Negro market) .
Contest ciurants had to send in (i\e
labels of Progresso foods along with
their answers. At the conclusion of
the contest, a drawing was made to
select the grand prize winners.

WFIL listeners spent two weeks
trying to identify three mystery rec-
ord selections and artists aired each
day on The Stii Wayne Show, The
Hob Klose Show and The Bill ]]'cb-
ber Show. It was called the Round
Roliin contest. After the first week,
three winners received two-week
vacations plus round-trip air passage
lo Paris, and two others won similar
trips to San Juan, P. R.

'Nicest Things Happen'
For Audience, Advertisers

A three-month promotion that shows
nice things can happen to advertisers
and people in general has been under
way at KYW* Cleveland and comes
to a close at the end of March. Called
the "Nicest Things Happen" cam-
paign, the KYW promotion included
these features for listeners: The
nicest news story each day is high-
lighted in newscasts; songs having
the word "nice" in the title or lyrics
are interspersed in music sched-
ules; an amphibious houseboat was
awarded to a visitor by KYW at
Cleveland's Mid-America Boat Show.
One of the highlights of the cam-
paign has been a red-suited imp
carrying a KYW trident who shows
up at convenient times and picks up
tabs on certain days at leading gro-
cery stores for purchases ringing up
in any form of "11" (1100 on the
dial)

For advertisers and agencies, these
nice things are happening through
the courtesy of the KYW promotion:
Special merchandising and point-of-
sale displays at 76 Kroger Food stores
for qualified KYW advertisers; two
free drinks are being awarded to
agency executives whose birthdays
fall during the thiee months. • • •

The only radio station
between Detroit and
Chicago to offer this
around-the-clock service

•

MUSIC and NEWS

V. S. RADIO . Marcli 1959

DIAL 919

YOU ARE MOST CORDIALLY

INVITED TO SKIP THE
HOUSE PHONE, AND SIMPLY
SKIP UP THE ELEVATOR TO

SUITE 919-20

in the
CONRAD HILTON

FOR TRADITIONAL
LANG WORTH
HOSPITALITY AT THE NAB
CONVENTION

LANG-WORTH

1755 Broadway, New York 19

Producers of RADIO HUCKSTERS
commercial jingles and AIRLIFTS
Station production aids

5 2 °

— •- 3 Q.

O a o

U *- u "
to

_l _l h- </)-

s <^ ^

i:^ ^ 2

o ^ :s! S o
^ ^ :^ CO

HOMETOWN, U. S. A

Walker's Music Store of Omaha ran 20 spots on a Friday
and 15 the next day over KBON to promote a sale of
records. Walker's offered listeners a 45 rpm record
for one cent with the purchase of one at list price,
and all 33 1/3 rpm albums at $3.09. The store reports
that 1,200 customers purchased more than 4,000
records during the announcement period, with seven
out of 10 saying they heard about the sale through
KBON.

HOME BUILDER

Wallace E. Johnson Inc. bought eight one-minute spots
over WDIA Memphis to be run on a Sunday, announcing
the sale of 20 homes in a new medium-priced real
estate subdivision. According to Johnson's adver-
tising agency. The John Cleghorn Agency, Memphis,
"better than two homes were sold with each announce-
ment" as 17 were purchased before sundown on Sunday.
Within six days, the agency says, all of the homes
were sold. No other advertising medium was used.

' CLOTHING STORE

Harman & Co. Federated Store in Petersburg, W. Va. ,
purchased a series of 30 one-minute spot announce-
ments for one week over WELD Fisher, W. Va. , to pro-
mote the arrival of a shipment of new dresses. In
this town of only 2,500 people, according to WELD,
Harman' s entire stock of 200 dresses was sold out
before the announcement period was over.

LOCAL BOTTLER

White Rock soda and ginger ale franchise holder in
the Norfolk, Va. , area, Bruce Melchor Jr., decided
to test radio by placing an offer of a free ball-point
pen on WTAR's late evening (9:30 to midnight) Night
Watch show. All that listeners had to do was write
in for the White Rock pen, saying they heard of the
offer via WTAR. The promotion employed 13 announce-
ments on just one program. The result, according
to the station, was 4,267 cards and letters from
listeners in 142 cities and two ships at sea.

U. S. RADIO • March 1959

report from RAB

Sales Strategy, New Studies

Highlight RAB's Role

At NAB Chicago Convention

To the radio station owner or operator,
the National Association of Broadcast-
ers convention in C.liica^o (an be an
ideal opportiniiiy to lake a refresher
course — on radio, RAB declares.

This can be accomplished, RAB says,
two ways:

1. By attending its presentation on
Tuesday, March 17, at 11 a.m. in
the Grand Ballroom of the Con-
rad Hilton Hotel. In one hour's
exposure, RAB feels, the audience
will get useful, sales-helpful back-
ground and selling strategy.

2. By seeking out one of the more
than half-dozen members of the
RAB staff who will be at the con-
vention and questioning them on
the latest evidence of radio's
strengths.

Seeking out the staff should prove
particularly valuable for the station
which is not now a member, RAB
states. This will provide a real oppor-
tunity to become exposed to the latest
sales tactics developed by the industry.

Here are some of the new and cur-
rent studies R.AB executives at the con-
vention will be talking about to stations:

The Gasoline Last }Vord Study: This
is the latest in a continuing series of re-
search projects in which radio's ability
to reach shoppers on the day they buy
products is documented. The gasoline
study emphasizes the importance of "to-
day" media exposure and also makes
these points:

1. More motorists — up to 48 percent
more — are exposed to radio on
the day they fill their tank than to
any other medium.

2. Radio commands 61 percent of
the total time spent with media
by motorists on the day they buy
gasoline station products — a figure
representing nearly twice as much
time as that spent with all other
media combined.

3. Radio delivers the final advertis-
ing impression closest to the time
of sale more often than any other
medium — three times as many
motorists hear radio within 30
minutes of entering a gasoline
station than are exposed to all
other media combined.

4. Four out of ten motorists listen to
radio in their cars on the day they

enter a gasoline station; a third of
all motorists listen to radio wiiile
actually driving to the station.
'riic Frozen Foods Study: An exami-
nation of the radio listening habits of
shoppers wiio purchase frozen foods,
dispelling the "misconception" that
food product advertisers should concen-
trate announcements only in the "must
buy" 7 to 9 a.m. time slots. This study
le veals:

1. The 7:30 to 8 a.m. period winds
up fifteenth among the 24 half-
hour segments between 6 a.m. and
6 p.m.

2. The 3 to 3:30 p.m. period is al-
most 20 times more valuable for
reaching actual purchasers of
frozen foods than 7:30 to 8 a.m.

The Newspaper Drop-Off Study: A
first-of-its-kind pilot investigation of the
newspaper circulation drop outside the
central city zone placed side by side
with individual station performance in
the same area. The study dramatically
pits actual listening among suburban
families against newspaper reach in
clearly defined areas, making these
points:

1. Every newspaper was topped by
one or more radio stations in the
vital retail trading zone.

2. All but one newspaper studied
failed to match their city zone cir-
culation in the retail trading zone.
Average drop-off: 38 percent.

3. From one to four stations in every
market studied exceeded its city
zone penetration in the retail
trading zone.

These facts highlight but three of sev-
eral studies RAB has completed or
placed in the works for completion
early this year. Other projects will in-
vestigate tlie listening habits of actual
purchasers of various kinds of grocery
products.

In attendance at the NAB convention
besides Kevin B. Sweeney, RAB presi-
dent, and available for consultation on
any area of radio or RAB activity, will
be: John F. Hardesty, vice president
and general manager; Miles David, di-
rector of promotion; Warren Boorom,
director of member services, and Bob
Nietman, Pat Rheaume and Carl Hei-
man. regional managers. • • •

^963% of the

respondents to the
contest on your
station are over

20 years of age"

\\\V\MM'I'/V///

\ \ Read this letter '

fo Station WBNY from
Reifer, Brock & Bellanca
Certified Public Accountants

Total

very trulJ-

^.^t

17.9
26.»
21.5
19.5

lOO.Oj

WBNY

Top Station* in the
Buffalo Market

DELIVERS AN

ADULT
AUDIENCE

Get tlie Facts! . . . Call Jack Masia

*Nov.-Dec. 1958 Pulse reports:
WBNY — 1st from Noon to 6 P.M.
WBNY — 2nd from 7 A.M. to Noon

U. S. RADIO • March 195!)

JifORE Usienersl
, WORE Salesl

report from

TOIY DAVID

MON thru fRI
6 45 . 9 30 o m

'4
•3
•2
•1

.Y-AUGUST LE>

CRIW

ST B

STC

ST D

ST E

ST F

ST G

7-9:30a.m.

CKLW radio has '
greatest listener increase*
of all Detroit Stations

7-9t30a.m.
3:30-6p.m.

EDOII CHASi

^A?.iY-:AUSUST iTm

CKIW ST B ST C ST D ST E ST piST G

3:30-6p.m.

Of oil Detroit radio stations CKLW is the only one to
show o significant gain in either of the obove high listen-
ing time segments shown. All others hove showp a ' loss
or barely hold their own, which is positive proof of the
populorify these two disc artists enjoy in this dynomic
market. Certainly the most logical spot to place ony
client s messoge to get RESULTS!

SO'OOO WATTS

r*acl io

GUARDIAN BLDG., DETROIT

J. E. Campeau, Pres.
Robert E Eostman & Co., Inc , Notionof RepresentotM

Representatives Talk Up
Use of Single Rates
By Radio Stations

I'hc only way to straighten out broad-
casting's biggest single problem — the
local rate — is to eliminate it, according
to Robert W. Eastman. And several
stations represented by his Robert E.
Eastman & Co. have joined the battle to
do just that.

Seven Eastman represented stations
now hold to a single rate structure for
local, regional and national accounts,
inc hiding WNEW New York and WIL
St. Louis which have been single rate
stations for many years.

The others are WHK Cleveland,
WRIT Milwaukee, KBOX Dallas and
most recently VVPTR .Albany, N. Y.,
and VVZOK Jacksonville, Fla. Eastman
rejiresents 20 radio outlets.

In announcing his station's change-
over, Duncan .\Iounsey, executive vice
president and general manager of
WPTR, states that the one-rate struc-
ture was adopted "because we consider
it to be essential to the continued
growth of the radio business.

"The one-rate system," he continues,
"means that advertisers and agencies
can i)uv with confidence and the full
knowledge that no one can buy radio
at a lower price."

WZOK's general manager. Carmen
Macri. agrees with Mr. Mounsey and
adds, "We feel that this move will bring
about a greater orderliness in a situa-
tion which has heretofore been most
confusing." (See Editorial, p. 108.)

New Firm Concurs

The newly organized representative
firm of .\yres, Allen & Smith, with
headquarters in San Francisco and Holly-
wood, will join in promotion of a single
rate card, according to Robert R. Allen,
a principal officer of the new firm.

"We are for a single rate card," he
tells u. s. RADIO, "and believe this simpli-
fication will make it possible to sell
more radio time. Local radio, in our
opinion, is inclined to sell itself too
cheaply for the services it offers."

AA&.S will specialize in selling time
for West Coast stations, says Mr. Allen,

who will manage the San Francisco
office. "The 33 radio stations to be
represented by AAfeS at the outset are
those formerly served by William A.
Ayres (^o., which will hereafter function
solely as a publisher's representative."

riic principals in the new radio-tv
firm arc Mr. Ayres, who will serve in
an administrative capacity, Mr. Allen,
who was formerly a time salesman for
the McCiavren-Quiiin Corp., and Jack
I), Smith. Mr. Smith had been Southern
(ialifornia manager of William A. Ayres
(>).: he will hold a similar jjosition with
VA&S.

Another new firm, Tlu' Bernard I.
Ochs Co., has been formed by Mr, Ochs,
lormer general manager of the Forjoe &
C^o. southeastern office. Organized as a
southeastern radio-tv representative, the
(inn has signed 10 stations in that area
so far. Headcjuarters arc in Atlanta.

Do-lt-Yourself Ratings

.Vgcncy limcbuxers in New York can
now try do-it-yourself qualitative re-
search on at least one Massachusetts
station.

Avery-Knodel Inc. is making this
possible with an offer to let a buyer pick
a number from a list of 1,000 Worcester
housewives' telephones — and to call it.

The list is made up of names of
housewives who called WORC for vari-
ous reasons during a six-day period in
January. Timebuyers can — at no ex-
pense— verify the ladies' calls to the
station, ask them how they enjoy
^\'ORC programming, and even ques-
tion them as to station preferences for
programming throughout the day.

Designed as a dramatic selling tool in
what is expected to be a hard-sell year
for spot radio, the telephone service
should also help build "a strong founda-
tion for radio itself," according to John
J. Tormey, Avery-Knodel vice president
and director of radio sales. "This posi-
tive sales approach is designed to' docu-
ment soundly the station's adult listen-
i;ig audience." • • •

100

U. S. RADIO • March 1959

report from

"What IS the city htil Ihr /}i-()ptr,"

Three Buyers Advise
Either Single Rate or Strict
Definition of Local Rates

One run doesn't make a cricket match.
And se\en stations adopting the single
rate system mav not indicate a trend.
But agency people are watching the
latest evidence that radio is taking a
swing at a problem recognized by all
parties as definitely "sticky wicket."

Speaking from the standpoint of
agent ies and their clients, but recogniz-
ing the complexity of rate prol^lems
faced by stations, three agency spokes-
men make these comments:

Ed Fieri, BBDO media coordinator
for radio-tv spot: "Industry-wide agree-
ment on a standard pricing pattern
would be of considerable consequence.
Adoption of the single rate by one
station won't change the blood jiressure
of an agency or client, i^ut it's a step
in the right direction."

Edna Cathcart, radio and t\ time-
buyer at J. M. Mathes: "We believe that
adoption of this system on an industry-
wide basis would attract more radio
business for agencies."

Harry Way, former vice president and
media director and now executive vice
president in charge of the New York
office of Erwin Wasey, Ruthrauff &:
Ryan: "I prefer to work with the single
rate because of the simplicity it offers.
Local rates can lead to abuses."

Stand Clarified

Clarifying his reference to a "standard
pricing pattern," Mr. Fieri says, "I be-
lieve the radio industry has a choice of
two possible ways to eliminate confu-
sion and price inequities that currently
•exist. The first is for stations to adopt
the single rate, adjusting their charges
to a fair level for both the local and
national advertiser.

"The second is to define, clearly and
■explicitly, who qualifies for the local
rate and to liave the rates in line with
the definition."

There is nothing essentially wrong
•with having a local rate, Mr. Fieri con-
tends, so long as that rate is equitable
and specific. (See Editorial, p. 108.)

"But why should the national adver-
tiser pay $10 for a spot when the local
advertiser pays ^2 for the same audi-
ence?" he asks. "If the audience isn't
the same for both, all right — but that
difference should be specified.

"By the same token, why should a
client who can buy locally in market A
not be able to buy locally in market B?
Is a bottler of a national beverage, for
example, entitled to the local rate? Such
questions sliould be answered by stan-
dard definitions established for radio as
a whole."

Miss Cathcart expresses her agency's
view that a client such as Canada Dry
(a Mathes account) which owns and
operates a local plant is entitled to the
local rate where it exists.

"We'd be happy to see stations every-
where on a one-rate basis," she adds.
' Howcxer, we recognize that there are
man) factors involved for the stations
as well as for us. We're grateful when-
ever a station eliminates one of our
headaches, and the dual-rate structure
is a headache."

Pointing out that present rate struc-
tures are a market condition rather than
a station condition, Mr. Fieri voices the
hope that individual stations will find
a rallying point on which to build a
standard code of pricing througiiout the
industry.

"When a national advertiser looks
over the markets and sees that radio
rates for him in one area are perhaps
50 percent higher than for the local
advertiser, he may have to skip that
whole market," he explains. "When a
buyer is drawing up a media plan, his
thinking is bound to be colored by the
knowledge that there are inequitable
differences between national and local
rates in certain markets."

Mr. Way sums up with the observa-
tion that "agencies can operate either
way, moving to a fee basis where their
client is entitled to the local rate, or
adding a commission to the local rate."

But, he notes, a simplification of rates
would be a score in favor of the radio
industry. • • •

In old, old Milwaukee
people like the

1290

GEMUTLICHKEIT

"^^r^' This means many things ^^<^'''
including sales results!

For top roted '/< hours call

Gill-Pema, Inc.

MEANS MILWA U K E E

My Mommy
Listens to KFWB
More mommies, more daddies,
more everybodies listen to
KFWB around the clock in Los
Angeles ... confirmed by Pulse
and Hooper.

Buy KFWB . . . first in Los An-
geles. It's the thing to do.

6419 Hollywood Blvd . Hollywood 78 HO 3-5151

■OIEIT M. PUDCEIL. President and Gen. Manager
HILTON H. KLEIN. Sales Manager
Represented nationally by iONI lUII t CO.

V. S. RADIO • March 1959

lOI

WHATEVER HAPPENED TO

ROBERT HALL?

LOOK FOR HIM
AT THE FLOWER ROOM
FLOOR ONE

BLACKSTONE HOTEL

YOU'LL GET YOUR

REWARD!

. . . when you visit him
and audition his new
transcription services.

ROBERT HALL
PRODUCTIONS

report from
networks

WLCX kicks off with CCA

In a letter to Mr. Boyd Lawlor, Mid-
VVest Sales Manager of Coinmiinity Cliil)
Services, Inc.. Mr. Joe Rolner President
& Manager of Ra-
dio Station \VLC:\
La Crosse. AViscon-
sin stated: "We are
just getting un-
derway \v i t h our
C.onniiunilv Club
Awards Campaign.
It looks as if CCA
will be a big suc-
cess in La Crosse.
It appears to be the
answer to a radio
station's require-
ments for a well
planned promotion
and sales campaign with a bonus of ex-
cellent public relations and public serv-
ices. It shouki produce some happv ad-
vertisers. I he way it adds up for CC.\ is
to take a good station, a good market,
mix them up and it should be nothing
but goodi"

COMMUNITY CLUB
AWARDS

20 E. 46th Street
New York 17, N. Y.
Phone: MU 7-4466
Conrad Hilton
Hospitality Suite 1 2 1 8A

Joe Rohrer

NAB

ASSOCIATE MEMBER

► NBC:

III an ll-(lay period eliding in early
February. NHC recci\ ed new orders total-
ing .$412,,') 17 in net re\enue, according
to William K. McDaniel, vice president
in ( harge ol sales.

Mr. M( Daniel says that a leveling oil
had hec ii c\pc( ted after the "peak sales
activity" at the end of 1958, but that
"this had not proved to be the case."

The new business indndes "substan-
tial orders" from the .Muminum Co. of
.\incrita and Fink Products Corp. Other
new achertisers are: Carter Products
Inc. for Colonaid Laxative, Mail Pouch
lobacto Co., Lever Brothers Co. for
Pcpsodeiit. Sakrete Inc.. Kiplinger Mag-
azine, F()j>iil(ir Scifnuc Magazine and
Wliite House Co.

WRV.\ Ridimond has returned to
NBC as an affiliate after 22 years, an-
nounces Harry Bannister, vice president
in charge of station relations.

In a programming change, Matthew
}. Culligan, executive vice president in
charge, has announced that NBC^ Radio
will expand its Star Dust segments to 17
daily, .Monday through Friday, on a
regular iiourly basis. The vignettes fea-
ture top show business talent.

The segments will be scheduled at
25 minutes past the hour, from 7:25
a.m. to 11:25 p.m. (EST). They are,
Mr. Culligan says, another step to im-
prove NBC's operating position. He
describes the plan as a "marriage of out-
standing audience attractions and
NBC's 'national-local plan' which has
already . . . meant more than 180.000
local sales resulting from 16 national
advertising campaigns on the network."
Each segment will ha\e a\ ailabilities for
one network antl one local commercial.

► CBS:

American Oil Co. will sponsor six 10-
minute on-the-spot broadcasts of the
Sebring (Fla.) Grand Prix Race of auto
endurance plus a 15-minute period and
a five-minute slot on March 21. One
broadcast will be heard each hour be-
tween 10 a.m. and 10 p.m., with de-
scription by \V'alter Cronkite, according
to a CBS spokesman.

The network also reports that Curtis
Circulation Co. has purchased a quarter
hour of Arthur Godfrey Time for 26
weeks, scheduled to start in mid-
February.

WRNL Richmond has joined CBS as
an affiliate. Also KBIZ Ottumwa, la.,

has joined tlu' C15S network a', a bonus
:iiriliatc.

► ABC:

New and renewed business for two weeks
ending in mid-February for ABC Radio
totaled .SI. 5 million, reports John H.
White, director of network sales. New
sponsors include Fred Fear K: Co., Mr.
Softee Inc., Syn-Tex Chemical Co. and
Davidian Seventh Day Adventists. Re-
newals were signed with Cadillac .Motor
Car Division of GM, Clairol Int .. High-
land Church of Christ and Radio Bible
Class.

With seven stations joining the net-
work as affiliates, ABC has raised its
total to 294 affiliates, Edward J. DeGray,
vice president in charge, has announced.
The outlets are: WHAY New Britain,
Conn.; WBLG Lexington, Kv.; WWOL
Buffalo. N. Y.: WCKI Greer, S. C,
W(;BC; Greensboro, N.C., and two Mis-
sissippi stations, W.ABG Greenwood and
AV'KOZ Kosciusko.

► MBS:

In its new network sales presentation
now being shown to agency executives.
Mutual employs Nielsen figures to sup-
port its claim that ratings have gone up
24.4 percent from April to December
1958. Biggest hikes, according to MBS,
wore in the morning news time periods,
with two of the five-minute newscasts on
the half hour in the Monday through
Friday strip showing 55.1 and 58.7 per-
cent increases in national audiences.

MBS is carrying or has just completed
campaigns for nine consumer magazines,
the netw-ork reports. All are employing;
newscasts. Time and U. S. News and
World Report have beamed their air-
copy to subscription purchases. Readers
Digest, Look, Argosy, True, Coronet,
Popular Science and Esquire are going',
after newsstand sales.

KTia Tulsa has affiliated with MBS.

► Keystone:

Keystone Broadcasting System now
claims 1,061 affiliates with the addition'
of 10 new outlets to its line-up. As-
listed by Blanche Stein, director of sta-
tion relations, the new affiliates are:
KUKI Ukiah, Calif.; KZIX Fort Collins,
Colo.; ^VWCC Bremen, Ga.; KLER
Orofino, Ida.; KSRA Salmon, Ida.;
KMCD Fairfield. la.; WMST Mt. Ster-
ling, Ky.; KDOM Windom. Minn.;
KUMA Pendleton. Ore., and ^\^\VL
Appolo, Pa. • • •

102

U. S. RADIO • March 1959'

report on

'Xue" Magazine Adds
Fm Programming After Its
Research Affirms Audience

Research documenting the existence of
a growing fm audience has given the
medium a boost forward. Recently, a
weekly entertainment guide did an
audio-xideo survey and found a very
thriving fm listenership. This led the
magazine to incorporate fm program
news.

For the first time, according to Cue
inaga/ine, an all-inclusive fm listing for
the New York area is being made avail-
able. "Based on reader demand," Cue
has inaugurated a special eight-page
music section in each of its weekly issues
containing a comprehensive listing of
fm programming.

Several months ago. Cue conducted
"A Report on the Home Audio-Video
Habits of the Cue Reader." The survey
covered more than 3,000 subscribers and
indicated, says Cue, that 93.8 percent
own one or more radios, with 62.2 per-
cent owning fm sets. Fm owners aver-
age eight hours per week listening.

In response to questions regarding
musical preference, 59 percent like
classical music, 57.5 percent like semi-
classical music, 48 percent like show
albums, 45.3 percent like popular music,
28 percent like opera and 13.5 percent
like jazz.

Cue is a weekly guide to goings-on
about New York, including theaters,
movies, restaurants, night clubs, sports
events, concerts, among other things.

International Fm

In the field of international fm, live
broadcasts of full-length symphony con-
certs— via trans-Atlantic cable — have
been beamed to Europe by WGBH-FM
Boston.

The first broadcast, featuring the Bos-
ton Symphony Orchestra under the
baton of Pierre Monteux, was heard
live in Great Britain, France and Bel-
gium with the cooperation of the Home
Service of BBC, the Radio-Diffusion
Francaise and Radio Brussels. The po-
tential audience was 90 million.

For the second broadcast, under the
direction of Charles Munch, WGBH-
FM in\ited radio stations in Austria,
Denmark, Finland, West Germany, Ire-
land, Italy, Luxembourg, the Nether-
lands, Norway, Poland, Portugal, Spain,
Switzerland, Sweden, the USSR and
J ugoslavia to participate.

Fuller Schedules

.\ number of fm stations report that
their usual music is being supplemented
by a fidler programming schedule.
KYW-FM Cleveland, for example, has
expanded operations from seven to 12
iiours per day and added discussion seg-
ments five times daily.

Called Point of View, the five-minute
talks, at 2, 4, 6, 8 and 10 p.m., will fea-
ture opinions on current topics by
'"educators, scientists, musicians, politi-
cians, sports figures, artists, art critics
and key business men."

At KCMO-FM Kansas City, Mo.,
news, weather and sports reports ha\e
been added to the schedule. Tradition-
ally a "fine music" station, KCMO-FM
will air the reports as five-minute sum-
maries every hour on the hour and will
make use of the three KCMO-AM mo-
bile units on an around-the-clock basis.

In the Chicago area, WOPA Oak
Park. 111., has initiated a regular series
of daily stereophonic music programs.
The 30-minute shows are broadcast
every evening at 10:30 p.m. over
WOPA-AM-FM. WOPA now claims to
be the only station in the Chicago area
broadcasting stereo programs on a daily
schedule.

Fm Factory Production

Fm factory production for December
1958 totaled 72,306 sets, according to
Electronics Industries Association — up
4,145 over November. Total set pro-
duction figures since July, when they
were first made public, stand at 376,114,
EIA reports. • • •

WeeReBel

STATIONS a steady

listening habit ... at home . . .
on the go

WRBL 30
WRBL-FM

Years

THE QUALITY TONE OF
THE

TWIN STATIONS

DELIVERS
MAXIMUM AUDIENCE
in the

COLUMBUS, GA.
MARKET

WRBL

AM
1420

93.3

COLUMBUS, GA.

NATIONAL REPRESENTATIVES

Geo. P. Hollingbery Co.

NEW YORK - CHICAGO - ATLANTA
DETROIT - SEATTLE
LOS ANGELES - SAN FRANCISCO

U. S. RADIO • March 1959

103

KFAL RADIO

FULTON, MISSOURI
Prime radio service to
four principal cities
of Central Missouri.

• COLUMBIA

• JEFFERSON CITY

• MEXICO

• FULTON

No "Simple Formula" Music 8C News
format here at KFAL RADIO . . .
As always— KFAL offers a diversity of
excellent, well-chosen, and carefully
produced programs keyed to the desires
of Central Missourians in entertainment,
information and public affairs. No
one type of programming overbalances
other choices, and the result is a
sparkling variety which encourages
many listeners to volunteer a
"Well Done" . . Give us more of
the same"

This makes the best of company for
your advertising schedules in a market
exposure of over 225 thousand Radio
Homes (KFAL Half Millivolt
Coverage) .

Represented by John E. Pearson Co.

KFAL RADIO Tel: 1400

Fulton, Missouri

900 Kilocycles 1000 Watts

The Station tor whirl-wind sales
action!
WWRL

beamed to sell New York's

2,455,000

NEGRO & PUERTO RICAN MARKET

report from

Radio Households,
Population Show
Increases in 1958

The Bureau of Broadcast Measurement
in its latest report does not attempt to
estimate homes with radios because "due
to the high radio set ownership satura-
tion" it considers radio liouseholds to be
identi(al with total households.

The figure for total households, and
total radio liouseholds, for the end of
1958 is 4,1%.1()(), according to BBM's
Executive Vice President Charles C.
Hoffman. This compares with 4,102,100
at the end of 1957. "We do not prepare
estimates on multiple radio set owner-
ship," he says.

The household estimates are prepared
twice a year, using the latest census fig-
ures as a base. 'Tach year our go\ern-
ment publishes population estimates by
provinces and also furnishes a total esti-
mate of the Dominion population cjuar-
terly. We endeavor to combine these
into projections," he states, "using as
well any data that may be obtainable
from municipal and other sources."

The population and household esti-
mates are broken down into counties,
census divisions "or parts and balances
thereof." Just about every city, munici-
pality, town, village, township, parish
and "improvement district" is included
in the listing, with the exception of

those in the V'ukoii and Northwest terri-
tories.

The reports are sent to all BB,\I mem-
bers and, in addition, to broadcasters,
advertisers and agencies, Mr. Hoffman
says.

The bureau, which was founded 14
years ago, is a non-profit organization
luilike its major competitors, Mr. Hoff-
man points out. Directors are drawn
from all areas of the broadcast industry.

"BBM was the result of an idea born
at the annual meeting of the Canadian
.Association of Broadcasters in 1942,"
says Mr. Hoffman. "This was that there
be formed a tri partite committee of ad-
\crtisers, agencies and broadcasters to
study the current methods of measuring
broadcast station coverage." BBM was
officially incorporated under Dominion
charter on January 22, 1945.

The population and household meas-
urement, Mr. Hoffman declares, is one
more service aimed at presenting a
"practical, unbiased and accurate pic-
ture" of the Canadian listening public.

The following is a 1958-57 compari-
son of population-radio household fig-
ures of the 10 Canadian provinces (ex-
cluding the Yukon and Northwest
territories):

BBM YE.\R-END ESTIMATES

Pop

ulation

Radio Households

Pro\ ince

1958

1957

1958

1957

Newfoundland

442,100

432,300

84,000

82,100

Prince Edward Isl.

101,100

100,600

23,000

Nova Scotia

716.900

712,500

168,100

167,000

New Brunswick

582,700

573,300

126,700

124,500

Quebec

4,931,100

4,827,600

1,066,700

1.044,600

Ontario

5,859.300

5.703,600

1,509,800

1,469,300

Manitoba

878,500

872,600

225,200

223,700

Saskatchewan

896,900

891,900

273.900

236,700

Alberta

1,212,600

1,176,900

317.200

308.000

British Columbia

1,559,000

1,508,600

437,500

423.200

Canada total*

17,180,200

16,799,900

4,196,100

4,102,100

*Not including the

Yukon and

Northwest territories.

Population

and radio

households are rounded

to lumdreds

• • •

104

U. S. RADIO • March 1959

radio

Negro Consumer Pictured
As High Food Purchaser
And Loyal Radio Listener

Giving chase to out-dated notions, a new
study shows that the Negro consumer is
reasonably well-educated, has a fair de-
gree of purchasing power and is a loyal
radio listener.

This is the portrait painted by Far
AVest Surveys of San Francisco in its
KSAN-sponsored report on the buying
habits of Bay Area Negro families. The
conclusions should be of interest to ad-
\ertisers throughout the nation.

In the first of what is scheduled to be
an annual survey, 600 Bay Area men
and women were inter\'iewed person-
ally about their brand preferences for
more than 75 different products.

This information highlights the report
along with eight other categories of
data: (1) Radio listening habits, (2)
news|)aper readership, (3) occupations
and family income, (4) length of resi-
dence in California, (5) family size,
(6) maintenance of checking and savings
accounts, (7) type and number of family
pets and (8) ownership of cars, homes
and large appliances.

A Radio Listener

More than 51.3 percent of those sur-
veyed (male and female) listen to radio
between one and three hours a day, the
study reveals. An additional 21 percent
listen between four and six hours per
day.

"It should be noted," the report states,
"that the consumer-listener has grown to
know the disc jockey announcer as a
person. Siie is sensitive to a variety of
voices and personalities."

Every respondent to tlie survey owns
one or more radios with 98.8 percent
having them at home, 40.9 percent with
car radios and eight percent with sets in
their places of business.

Radio is listened to most at home —
by 89.2 percent of those questioned, ac-
counting for the importance of the
housewife to advertisers. Breaking it
down even further, 91.3 percent of the
women listen at home, 82.6 percent of
the men. A total of 10.6 percent listen
in cars, 2.2 percent at work.

Most listening is done in the morning,
with the study showing that 50.4 percent
listen at that time, 23.9 percent in the
afternoon and 25.7 percent in the eve-
ning hours. "The respondent often re-

plied," the survey notes, "that she turns
the radio on in the morning and it
stays on throughout the day and eve-
ning."

Religious programs are most fa\<)re(l
l)y those asked to suggest new or more
progranmiing (30.2 percent), followed
by music (17.4 percent), news (6.3 per-
cent), special events (4.7 percent) and
sports (3.2 percent). The "other un-
stated" category accounts for 38.2 per-
cent.

Music tastes rini this way: Modern
(26.7 percent), popular (22.4 percent),

classical (18.6 percent), rock 'n roll
(17.3 percent), rhythm and blues (12.2

percent), ballads (8.7 percent), dixieland
(7.5 percent), blues (4.9 percent) and

"other" (28.9 percent).

According to the surve), at the time

it was conducted there were 200,000

Negroes living in the San Francisco

metropolitan area (285,000 within the

KSAN coverage area).

Consumer Profile

Far West Surveys' Clifford V. Levey,
who directed tlie survey, draws the fol-
lowing profile of the "average consumer"
based on the tabidation of data obtained
from ail respondents:

" The average Negro consumer can be
pictured as a woman. She buys 60 per-
cent of all consumer purchases, but be-
cause of the size of the average family
income ($400 a month) a full 30 percent
of it is spent in food stores. This is the
largest single item in her budget.

"Complete or partial control over the
entire family budget is held by seven out
of 10 women. The average woman," he
states, "is educated to the point where
she understands that her first responsi-
bility is to her children and home. She
has a clean home. It is neat, but not
fancy.

"She is interested in today," he notes,
"not the past. She listens to the world.
She has a radio, a telephone, a tv set.
She reads the local popular newspaper.
She is conscious of the limitations under
which she li\es. She faces facts; she is
a proud person.

"She li\es in the city, or near enough
to the city so that any changes in prod-
ucts and brands make an impression in
h.er otherwise slowly changing world.

"She enjoys being thought of. She
likes service. She likes being noticed.
Like all women, she wants to feel secure
— and her ijuying habits reflect this feel-
ina." • • •

RADIO LISTENING HABITS

Percentages

FEMALE MALE TOTAL

Part of day listened most

Morning* 52.2 44.5 50.4

Afternoon 23.1 22.2 23.9

Evening 24.7 33.3 25.7

The respondent often replied that she "turned the radio on in the morn-
ing and it stayed on throughout the day and evening."

Number of hours the radio is on per day

Vz hours 11.8

1-3 hours 48.7

4-6 hours 20.8

6 or more hours 18.7

Source: KS.\N studv.

9.3

59.0
22.2
9.5

11.3
51.3
21.0
16.4

U. S. RADIO • Mardi 1959

105

names and faces

Noting the Changes Among

The People oi the Industry

AGENCIES

WILLIAM R. GILLEN promoted from vice president in
charge of tlie (^liicago office of BBDO to assistant to the presi-
dent. WAYNE Tiks, formerly head of BRDO's Hollywood
office, replaces him in Ciiicago. ROBERT J. STEEAN re-
places Mr. Tiss.

WILLIAM D. LEWIS, account executive at Geyer, Morey,

Madden & Ballard Inc., Detroit, elected a vice president.

ROSELOU ELAXAGAN, Norman, Craig !l- Kummel Inc.,

New \'ork, comptroller, elected a vice president.

HENRY L. BLICCELLO, account supervisor for (aiikl, Bas-

com R: Bonfigli Inc., New York, named a vice president. Also,

THOMAS E. J. SAW^'ER, formerly with Uowd. Rcdfield &

Johnstone Inc.. named an account executive.

JOHN HO.'^GL.AND, formerly vice president and broadcast

account superxisor at BBDO, New \ork. has joined Ogilvv,

STATIONS

ROBERT S. HIX. former manager of KOA Denver, named
general manager of KHOW Denver. Also ORVILLE RENNIE,
former promotion manager at KOA, named KHOW director
of station relations.

WILLIAM J. PAGE, former general manager of WABZ Albe-
marle. N. C., named to that post by WEZL Richmond.
BOONE NEVIN promoted from the sales staff to general
manager of WHBQ Memphis.

GIBBS LINCOLN promoted from sales manager to station
manager of K.ING Seattle.

LEN CORWIN named vice president in charge of sales by
WCRB-AM-EM Waltham, Mass. He was commercial manager.

HAL SUNDBERG promoted from sales director to manager
of WMBD Peoria.

DON LOUGHN.WE promoted from sales promotion man-
ager to station operations manager of WHB Kansas City, Mo.
GLENN F. KENSINGER, former account executive and
radio-tv director at Glenn Advertising, Houston, named diiec-
tor of operations at KPRC Houston.

PAUL EVANS, former account executive with WINS New-
York, named national sales manager by WIP Philadelphia.
VICTOR WILLIAMS, formerly with WITI-TV Milwaukee,
named general sales manager of KWK St. Louis.

REPRESENTATIVES

BEN HOLMES promoted from an account executive to vice
president in charge of radio at Edward Petry & Co., New York.
MILTON E. ALLISON, formerly eastern sales manager of
CBS Radio Spot Sales, appointed general manager. He is re-
placed by RAY H. KREMER, formerly manager of sales de-
velopment.

Riddleberger Wain Kensinger Lincoln

Benson X; Mather Inc., New York, as a vice president and
associate director of the broadcast de])artmcnt.
RICH.ARD E. GOEREL, general manager of the San Fran-
cisco di\ision of Compton Advertising Inc., elected a vice
president. Also, DALE ANDERSON, formerly a vice presi-
ckiu ol I.ciuicii R: Newell Inc., has joined Compton as vice
president and account supervisor.

TERRELL VAN INCiEN. formerly on the sales staff of Curtis
Publishing (]o.. has joined Erwin Wasey, Ruthrauff & Ryan
Inc., New York, as a \ice president and member of the busi-
ness cle\ elopment committee, eastern division.
NORM.AN W.MN, former program director and broadcast
personality at WDOK Cleveland, named radio-tv director of
Wyse Advertising, Cleveland.

HUBERT R. SWEET, formerly media director at Atherion &
Currier Inc., New York, named director of broadcast media
bv Doremus R: Co.. New York.

PAUL C. HOLl ER. formerly San Francisco sales manager for
KLX Oakland, appointed head of the San Francisco office of
Avery-Knodel Inc.

JOHN -K. M.ARKEY, formerly with the CJhicago Daily News,
appointed midwest manager of Devney Inc.
ED DYER, formerly with KLAC Los Angeles, named manager
of the Los Angeles office of Broadcast Time Sales.
LEE W. SWIFT Jr., formerly with Storer Broadcasting Co.,
has joined the sales staff of Headley-Reed, New York.
ROGER SHELDON, previously with KFMB San Diego, ap-
pointed to the sales staff of Adam Young Inc., Los Angeles.
CALVIN P. COPSEY, formerly account executive with KNBC
San Francisco, named an account executive in the San Fran-
cisco office of NBC Spot Sales.

NETWORKS

GEORGE A. GRAHAM, JR., director, sales planning, NBC
Radio network, promoted to vice president, sales planning.
And ALBERT L. CAPST.4FF, director, NBC Radio network
programs, promoted to vice president, network programs. Also,
EARL ZEIGLER promoted to manager, press and publicity,
NBC Pacific division.

STEPHEN C. RIDDLEBERGER promoted to vice president
for ABC owned and operated radio-tv stations, and WILLIAM
H. TREVARTHEN promoted to vice president in charge of
production ser\ices.

JOHN KAROL named vice president in charge of planning
and development by CBS Radio. He is succeeded as vice
president in charge of network sales by GEORGE J. AR-
KEDIS, general sales manager for WBBM-TV Chicago.
JIM McELROY promoted to Eastern sales manager for MBS,
GENE .ALNWICK promoted to administrative manager of
MBS' sales department and PHIL D'ANTONI named division
sales manager.

Flanagan Evans Allison Nevins

ine

[/. S. RADIO • March 1959

as basic as the alphabet

EGYPTIAN

Word of mouth wos man's first
form of communication. There-
fore, the sign for mouth was one
of the most common Ideographs
used on the papyrus the Egyp-
tians made from reeds growing
along the Nile.

PHOENICIAN

Marketing papyrus throughout
the ancient world was big busi-
ness with the Phoenicians. In
time, the Egyptian mouth sign
became their letter pei — fore-
runner of the modern P.

GREEK

To papyrus and wax tablets, the
Greeks added another writing
material: parchment, made from
animal skins and first used in
the city of Pergamum. Gradu-
ally, pei was changed to pi.

ROMAN

Paper became a favorite with the
Romans about the 8th Century
after the Arabs had brought the
Chinese invention into southern
Europe. Meanwhile, scholars had
transformed pi into P.

Hisforkal data by
Dr. Donald J. Lloyd,
Wayne Sfafe University

. ut your money
where the people are

Seventy per cent of
Michigan's population
commanding 75 per
cent of the state's buy-
ing power lives within
WWJ's daytime pri-
mary coverage area.

Push up spring sales by using WWJ, Detroit's
Basic Radio Station. Dealers and distributors favor
WWJ because they know it moves merchandise.
Listeners prefer WWJ because it entertains them with
modern radio at its very best.

Personalities like Melody Paraders Hugh
Roberts, Faye Elizabeth, Dick French, Bob Maxwell,
and Jim DeLand — programs like WWJ News, sports,
and weather, NBC's Monitor and Nightline are the
talk of the town. Buy WWJ— it's the basic thing to do!

H m jm H M w H AM and FM

WWJ RADIO

Detroit's Basic Radio Station

Owned and operated by The Detroit NeWS

NBC Affiliate

National Representatives: Peters, Griffin, Woodward, Inc.

V. S. RADIO • Manh 1 ').">!)

EDITORIAL

• • • single or double rote?

ETHICS OR ECONOMICS?

Among ilie most pressing (juestions that ad-
vertising agencies and radio stations alike are
asking today are these: Are stations swinging to
a single-rate struc ture? Will the dual standard
of one rate lor ho)i<i fide retailers and one for
national accounts pievail? Or is there, in fact,
a need that pie-supposes that the rate structure
of all 3,915 commercial stations (including fm)
have the same system — either single or double?

The origin ol the dual rate system in radio
stems from the newspaper medium. For like
newspapers — but unlike magazines — radio came
along to cater to Ijoth tlie national and lo( al ad-
vertiser.

Those who laxoi the adoption of a single rate
for radio (the idea itself has been successfully
used by stations for years) claim that the dual
rate system has been abused.

DEFINITION NEEDED

On the other hand, tliere is evidence to shew
that nuich of this dispute is more an issue of
ethics than economics. Some agencies, for exam-
ple, have staled iliat lliere is nothing wrong ^vith
the douijle rate provided eligibility for local
and national rates are clearly defined and ad-
ministered.

The cases for the two viewpoints are presented
here by William B. Caskey, executive vice presi-
dent o! WPEN Philadelphia, and Duncan
Mounsey, executi'.e vice presitlent of ^VTTR
Albany, N. Y.

iMr. Caskey, who is in favor of a retail rate,
believes it is necessary for "the little retailer who
cannot use the extensive coverage a radio station
provides." Mr. Caskey emphasizes that this re-
tailer nuist cjualify on thiee coimts. "He nuist
be advertising his store, his services or ///,v prices."

Regional advertisers, .Mr. Caskey exjjlains,
pay the general rate because they can avail them-
selves of the broader coverage. At present, there
is approximately a 20 percent differential be-
tween the local and general rate for WPIiN.

The case ioi the single rate is taken uj) by Mr.
Mounsey whose WPl R just ijiought its local
rate up to the national level. Prior to this, he
slates, there was a 25 percent differential be-
tween the average lo{al and national package.

.Mr. Mounsey feels that a radio station today
is a "(onmumity service operation with total
market impact. Radio," he continues, "is a
product where one minute is as good as the
next, 24 hours a day. This product should cost
everyI)ody the same thing."

Ml. ^^ounsey states that ()5 percent of his
total income is in local business. And such local
accoimts as the Woodbury Lumber Co. in Glens
Falls, N. Y., about 50 miles from Albany, appear
satisfied with the rate change. There are also,
he declares, considerations in favor of the single
rate in avoiding price inecjuities that sometimes
exist as to who cjualifies lor the local rate.

ADHERENCE TO STABILITY

.\s we see it, it is as much a matter of ethics as
economics. Newspapers have never had their
success measured bv the double rate. The single
rate can make it easier lor the national agency
when confronted ^vith a conlused local situation.
On the other hand, the single rate alone is not
insulated against bargaining either. Stations,
agencies and advertisers all will benefit bv ad-
herence to a stable rate structure.

For radio to continue to earn the respect of
national and local achertisers, its rate structure
— single or double — must be not only clearly
stated i)ut diligently maintained.

108

U. S. RADIO • March 1959

TAKE GEORGIA

The Easy Way

WITH THE

NOW 50,000 WATTS* REACHING
366,600* Homes — 1,406,000* Customers with

$1785,478,000*

TO SPEND ON YOUR PRODUCTS

Power, programs, prestige and personalities all selling for you. Now, WMAZ, always a good buy,

offers you more than ever. .

''More Than
340,000
Radio Homes^'

♦Source— SRDS, Feb., 1959

(within the 0.5 MV/M
circle.)

CBS WMAZ 940

50,000 WAHS

Represented by
Avery-Knodel, Inc.

MACON, MOlOU

★ 10,000 DA-N

WINS

leads in advertiser acceptance — billing 50% above 1957.

WINS leads in audience acceptance. Delivers mc:)re adult listeners
])ei dollai than an\ other station.

^AflNS leads in balanced progranniiing — news — music — sports —
special e\ents — comnninity service.

WINS • RADIO CIRCLE • NEW YORK • JUDSON 2-700

"NEW YORK'S MOST IMPORTANT STATION"

Elroy AfcCau. Piesidciit • H. G. (Jock) Feariihcnd. \M'. and General Manager • Jack Kelly, Sales >ranager

Represented by 1 he Katz Agency, Inc.

In Los A)igele\ ;r,^ KD.W AOM' 50,000 !Cfi//j

or buyers and sellers of radio advertising

muo

VOL. 3— NO. 4

APRIL

1959

35 CENTS

Agencies Handle
mercial Production

TMI

page 21

PAPER WORK

air Finds Method
implify Paper Load ^

page 24

KG PROPOSAL

Is to Make Areas
Measurement Uniform

page 30

TORMING

i and Problems Aired
n Radio Men Gather

page 34

rt Smallwood

re Than $500,000 in
mer Radio to Put Hea
Iced Tea Sales

page 21

inmam

■■■■iw

■■■■■■■■■

ssimo to...

■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■Mli^H. Tft Jk IMHHHHI

■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■nHhiKiaLi>iManHHai

■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■■IL ■■iJBBHBHHHI

Ww LJIfw Acclaimed world's

highest fidelity radio station... with
audience among top 10 in America !

A revolutionary new WLW-AM transmission sys-
tem, developed by Crosley Broadcasting Engi-
neers, has made WLW Radio unquestionably the
World's Highest Fidelity Radio Station - according
to Frank H. Mcintosh Laboratory, Binghamton,

N. Y., the world's largest independent radio and
high-fidelity transmission experts.

So before you buy Radio time - check these figures
below . . . and remember, WLW high fidelity trans-
mission provides the finest in clarity for advertis-
ers' commercials!

WLW RADIO WORLD COVERAGE (37th year on the air!)
WITH WORLD'S HIGHEST FIDELITY

MARKET COVERAGE No. of Counties Total Homes in Area Radio Homes in Area

Monthly coverage area 334
Homes reached Total

Monthly 1,221,160

Weekly 1,067,110

3,1 16,800
% of Total Homes
39
34

2,987,910
% of Radio Homes
41
36

NCS DAY-PART CIRCULATION PER WEEK.

Daytime Listener Homes
Nighttime Listener Homes

Once 3 or more 6 or 7 Daily Avg.

961,000 692,400 402,380 593,640

624,360 378,050 204,180 338,020

ISource: 1956 N/'e/sen Coveroge Service)

Network Affiliations: NBC, ABC • Sales Offices: New York, Cincinnati, Chicago, Cleveland • Sales Representatives: Tracy Moore
& Associates-Los Angeles, San Francisco; Bomar Lowrance & Associates, Inc.-Atlanta, Dallas. Crosley Broadcasting Corporation.

Good time for all I

One little clock radio produces
over 50,000 sponsor Identifications by listeners
to Atlanta's WSB Radio...

Durin^i National Advertising Week the
WSB Radio audience was invited to take
part in a little game the staff cooked up.
"Send in the names of WSB advertisers
whose messages you hear, Monday thru
Friday," they were asked. Clock radio pic-
tured was offered the one submitting the
longest correct listing.

Now this was no great .shakes of an
award. And therein lies the entire signifi-
cance of the event. Over 50.000 aclrcrtiscr
impressions ivcre recorded in the mail re-
cei\erl from participants.

Advertiser identification always has
been high on WSB Radio. And this is one
more reason why WSB out-produces and
out-sells competitive media in Georgia.

Aftilicilcd iiilh The Atlantd ■Joiinial and Con-
sliliition. XBC affiliate. Rcprcsrnicd by Pctry.

Rad

The N

/oice of the South
ATLANTA

U. S. R.IDIO • April l'J59

. . . ON A BILLION-DOLLAR TARGET!

WSPD Radio's across-the-board leadership in
the billion-dollar Toledo market continues to
give advertisers more sales ammunition for their
dollar. All-time high ratings are the result of
WSPD's forward march in its 38-year domination
of Toledo, attained by consistently aggressive pro-
gramming and promotion.

To bulls-eye Toledo's billion dollars, depend
on the one station to score — and keep scoring!
Ask your KATZ man for details.

EamoTxs on the local scene"

WSPD WJW WJBK WGBS WAGA WWVA WIBG

T<,l.-do Clevi-lMiid Uclroit Miami Atlanta Wheeling Philadelphia

U. S. RADIO • April 1959

airwaves

Radio's Barometer

$641,000,000 '58 Radio
(NAB est. -gross)

145,000,000 Sets in Use

15,000,000 Fm Sets in
Use (NAB Research)

37,900,000 Car Radios

1,124,737 Sets Made
(January EIA est.)

Spot: AmuKil .\clain Vouns^ liu. cslimatcs ol spot ratlio billiiif^s in 1.^1
niulti-station markets plates the gross figure at $165 million lor 1958,
(()in])arcd with the estimate ol S Hi(),'}(i7,()()0 by Station Representative^
Association lor total spot radio. According to the representative lirm,
annual volume is presently running at the rate ol SI 1.'^) million lor these
markets, based on business during the last quarter ol 1!)5H and ihe first
two months ot this year.

Network: NBC has announced more than .|2, 700, 000 in new and re-
newed net business including a %\ million, 26-\v'eek campaign ordered
by General Insurance Companies. CBS had a .'S375,000 week in March,
signing U.S. Plywood Co. and Reddi-VVip Inc. for 13-week campaigns and
Pepsi-Cola Co. tor 10 weeks. MBS announced six "long-range" cam-
paigns by national advertisers. ABC signed Dr. Pepper and Chas.
Pfizer & Co. tor live music shows. (See Report from Networks, p. 57.)

Local: Two stations — KOL Seattle and WAPO Chattanooga — have re-
ported increases in billings. According to William Simpson, general
manager, gross revenue in March for KOL was 30 percent above the
same 1958 month, with April running about 75 percent ahead of the
previous year. And WAPO reports that the year 1958 was about 65
percent ahead of 1957.

3,930 Stations on Air

Stations: The number of am and fm stations on the air as of mid-
March totals 3,930, an increase of 15 (five am and 10 fm) over the
previous month.

Stations on the air
Applications pending
Under constmction

loininercial AM Com mercKil FM
3,339 591
490 44
119 134

Sets: Total radio set production including car radios for January was
1,124,737. Total auto radio production tor January was 520,052. Total
set sales for January excluding car radios were 700,490. Total transistor
unit sales for January were 5,195,317 with dollar value of 513,626,886.
Fm production for January was 30,235. Also see Report on Fin (p. 59) .

U. S. RADIO • April 1959

pulls

First All Day
rating!^

* "Most listened to". . . and hottest
of any as indicated by recent audi-
ence studies!

Check WFBM first where every
minute is a selling minute!

*C. E. Hooper. Inc. (7 a.m.-6 p.m.) June 19, 1958

to sell i)
most HooS{k)r^h^\si^re
your product^ ts coming
in f,he /hottest S^ f^

INDIANAPOLIS

Represented Nationally by
the KATZ Agency

for buyers and sellers of radio advert-ising

APRIL - 1959

VOL. 3 - NO. 4

... IN THIS ISSUE . . .

Sound in the Making

I low crtisiim -Agencies Handle
I'l odiK lion ol Radio ( ioiimu i ( ials

Trimming Spot Paper Work

Sin(i.iii\ luo\i:ir Kxjjt'iiment
Simplifies Agency-Station Paper Load

Heat for Iced Tea Sales

Moic- I h,ni sr)()(). ()()() to Radio
For Summer Tea Counc il Drive

The Young Proposal

.\ iNcvv Plan to Make .Audience Measuring
.Areas Uniform Is Shown by Adam Young

Radio Brainstorming

Idi.is I'op and Problems Aired When
Radio Men Ciet Together at Convention

Question and Answers

Chicago and New York .Agency Men
C>omment on Radio Prograiiuiiing

. . . DEPARTMENTS . . .

Airwaves

Report from Canada

BP.A Memo

Report on Fm

Commercial Clinic

Report from Networks

Editorial

Report from R.AB

Focus on Radio
Hometown U.S.A.

42
45

Report from Representati\ es

Letters to Editor

Silver Mike

Names and Faces

Soundings

Radio Registers

Station Log

Radio Research

Time Buys

Rejjort from .Agencies

Washington

Arnold Alpert Editor and Publisher
Catherine Scott Rose Business Manager

Jonah Gitliti
Rollle Devendorf
Carol Murdock
Michael G. Silver
Patty Kirsch
Patricia Moran

Managing Editor
Art Editor
Senior Editor
Assistant Editor
Assistant Editor
Assistant Editor

( Washington, D. C.)

William B. Blrdsall Advertising Manager

Jean L. Engel

Production-Sales Service Manager

Sara R. Sllon Secretary to Publisher

W est Coast Representative —

Whalev-SInnpson Connpany

6608 Selma Avenue

Los Angeles 28, HOIIywood 3-7157

700 Montgomery Building

San Francisco II, SUtter 1-4583

Member of Business Publications
Audit of Circulations Inc.

BPA

U. S. RADIO Is published monthly by
Arnold Alpert Publications, Inc. Editorial
and Business OfRce SO West 57th Street.
New Yorl 19, N. Y. Circle 5-2170. Chi-
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Printing Office — 3110 Elm Avenue, Balti-
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tion, $3 a year, $5 for two years in U.S.A.
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$6 for two years. Please advise If you
move and give old and new address.
Copyright 1959 by Arnold Alpert Publica-
tions, Inc. Accepted as controlled circula-
tion publication at Baltimore, Maryland.

U. S. RADIO • April 1959

We will he
happy to
send you the
following:

□ Keystone's complete station list, or

□ Details on Keystone's farm market coverage

write or wire today!

I /

eysione

BROADCASTING SYSTEM, inc.

Keystone Broadcasting System, Inc. Dept. US-2

111 West Washington St., Chicago 2, III.

I I Please send me copy of up-to-date Farm Market Analysis.
j I Keystone's entire station list.

Name

Address . .

City

_State_

-Zone-

U. S. RADIO • April 1959

A good
SALESMAN

commands
respect

• • •

and
so does a
good

station:

A really good salesman commands respect for
himself, his product, his company. Respect
means confidence — belief — SALES!

As a result, more Iowa people listen to WHO
than listen to the next four commercial stations
combined. And they BELIEVE what they hear!

You undoubtedly evaluate the stations you select
as closely as you do your salesmen. When you
want a top-notch radio station in Iowa, ask PGW
about WHO Radio — Iowa's greatest!

WHO

for Iowa PLUS !

Des Moines . . . 50,000 Watts

Col. B. J. Palmer, President
P. A. Loyet, Resident Manager
Robert H. Harter, Sales Manager

WHO Radio is part of Central Broadcasting Company,
which also owns and operates
WHO-TV, Des Moines. WOC-TV, Davenport

Affiliate

Peters, Griffin, Woodward, Inc., National Representatives

U. S. RADIO

.April 1959

90 Percent of Commercials Attesting to the importance ol ilic various aspeds ol prodiutioii in the

Pre-Recorded by Budweiser creation ot coninicrcials (see Sound in I lie Mal<ing, p. 21) is the dis-

closure that ahnost 90 percent of Budweiser's connnercials aic iccorded,
only 10 ])cr(ent done live. A heavy radio user, the I)' Axy dient normally
buys moie than .'JOO stations, with that number doubling in the hot
sunnner months.

"Always in Tune With You" To convey the personal service radio renders in entertaining and in-

Theme of May Radio Month torming ]jeople around the clock wherever they are. (he National Asso-

ciation ol Broadcasters has chosen the theme, "Radio . . . Always in
Tune With You" lor National Radio Month in May. Last year, the
first month-long promotion leatiued "Radio is Close to You." Promo-
tional kits and suggestions are already on their way Irom NAB to stations.

Radio Gets the Call From The average Negro, if he had $25,000 to spend in advertising, would

'Average' Negro Consumer put the major share — 43 percent — of it in radio. 1 his is revealed in a

motivation study of 150 Negro and 50 white families in Houston con-
ducted by Dr. Henry Allen Bidlock of Texas Southern University. The
figures in dollars: Out of $25,000, the average Negro would spend
$10,830 in radio. The study financed by the OK Group stations and the
Motion Picture Advertising Service, and being sho^vn to agencies in
presentation form, is called a "revealing . . . detailed study of Negro life ^
from birth. . . ." It deals with the different motivational factors affecting
Negro consumers.

Pulse Reports Now Based To avoid hypoed rating-week promotion activity. The Pulse Inc. now

On Full-Month Periods publishes its reports on the basis of ftdl-month, everyday interviewing

instead of one survey week a month. Stations, agencies and advertisers
"want this extra re-assurance," says Pulse president. Dr. Sydney Roslow.
"We believe," he adds, "that it is not how many markets are covered, but
how often and how qualitatively, that coimts most." He says that a
year and a half of "careful testing" went into the decision to conduct
everyday interviewing.

Basic Station Information To supply necessary market and station information to timebuyers, NBC

On One NBC Spot Sales Form Spot Sales has devised a new form designed to consolidate all basic

station information needed to evaluate a proposed schedule of avail-
abilities. Each station is providing NBC Spot Sales with copies of a
standard four-page folder with a blank cover page, the stations program
schedule on the inside pages, and the station's coverage map and basic
rate card information on the back page. The cover page will be used
as an availability sheet.

"Universal Coverage" Provided W^est German radio provides almost universal coverage throughout that

D D J- • \»# 1 ^ countrv, accordin<> to Robert Douglass Stuart, marketing consultant.

By Radio m West Germany ' . , . . , , , , ,•

And commercials, which are accepted, penetrate the total audience.

A late 1958 survey, he says, shows that 70 percent of the total non-
cumulative weekly audience tunes in to commercial periods regularly,
and 40 percent likes them.

U. S. RADIO • April 1959

sold!...for

billion

U. S. RADIO • April 1959

dollars!

Food and drug sales in Storer markets

totaled eight billion dollars*—

a substantial share of which was sold through

the impact of radio and television

stations owned and operated by the

Storer Broadcasting Company.

"SOLD ON A STORER STATION"
is more than a slogan ... it is a reality.

rJC 7 billion food, 1 billion drugs
as reported by 1957 Sales Management
"Survey of Buying Power."

WGBS WAGA WWVA WIBG WSPD WJW WJBK

Miami Atlanta Wheeling Philadelphia Toledo Cleveland Detroit

WAGA-TV WSPD-TV WJW-TV WJBK-TV WITI-TV

Atlanta Toledo Cleveland Detroit Milwaukee

National Sales Offices: 625 Madison Ave., New York 22, PLaza 1-3940
230 N. Michigan Ave., Chicago 1, FRanklin 2-6498

U. S. RADIO • April 1959

Way out
Front!

^^^^^^

Metropolitan Raleigh (Wake County)

WPTF .... 31.4%

"B" 24

"C" 16.7

"D" 9

"E" 5.3

All Others. . 8

35% Share of A mi ten ce
1958

Area Pulse 32 Counties

\1J%

6.7% 5.7%

WPTF Local 2nd Sta. 3rd Sta.
Network

time buys

Anheuser-Busch Inc.

Aj^cncy: D'Arcy Adxjerti.siiig Co., St.
Louis

I'lodud: HUDWKISKR lil 1 R

I'lospeds are that the (oin|)aiiy's
present aerial (ampai^n on ^lOO sta-
tions will soon expand to twice that
iiimil)er ol outlets as its summer sell-
ing intensifies. The agency recently
completed another ot its major re-
cording sessions in Chicago for the
account, which uses a heavy schedule
of radio across the country year-
around. Harry Renlro is manager
ol the agency's radio-tv media depart-
ment.

Best Foods Inc.

Agency: Datu o -I' itzgcrdld-Sdiii pic

Inc., New York
Product: BEST FOODS .MAYON-
NAISE, HELLMANN'S
MAYONNAISE
Timed ior salad weather, a series
ol nights of varying lengths are
starting this month in more than
40 markets, .\nnoiincements tor
Best Foods (in the West) and Hell-
maim's (in the East) are on a satura-
tion schedule over multiple stations
per market. Dorothy Medanic is
timebuyer.

Buitoni Foods Corp.

.\gency: Albert Frank-Giwntln-r Laio

Inc., New York
Product: SPAGHETTI, RAVIOLI,
SAUCES
Catching the cook's attention be-
lore hot weather sets in, this firm is
using 15 stations in about 10 major
markets (including Chicago; Boston;
Hartford, Conn.; Washington, D. C,
and New York) to broadcast a series
of announcements from now till the
end of June. As many as 36 one-
minute spots will be used per station
per week. Larry Butner is timebuyer.

Carter Products Inc.

Agency: Kaslor, Hilton, Cliesley,
Cliiford & A III er ton Inc.,
New York

Piochict: COLON. MI)

Starting on Mutual Broadcasting
System loi a 2()-\veck schechde l)egin-
ning this monili, liic company is also
continuing on a spot ijasis in several
markets to supjjlement the network
buy. One-minute announcements
will be used in daytime and early
evening periods. Timebuyer is Beryl
Seidenberg.

Champion Spark Plugs Co.

.\gency: J. Walter Thompson Co.,
New York
.\Iulti]jle stations in 15 to 51) mar-
kets are ijioadcastin<; one-miniite an-
nomicements during traffic times in
a current nine-week campaign. Fre-
quencies \ary with the markets.
Timebuyer is Allan Sacks.

Ford Motor Co.

Agency: /. W idler Thompson Co.,
Neiv York
A heavy frequency of announce-
ments is on the air as of April 6 in
an extensive array of markets, and
will continue for a two-week period
in promoting all Fcjrd company
models. Timebuver is .\llan Sacks.

The Greyhound Corp.

Agency: Grey Advertising Agency

Inc., New York
Product: BUS TRANSPORTA-
TION

Set to go on a two-week radio
drive, the company's Southwest Di-
vision is scheduling from 12 to 25
one-minute aruiouncements a week
for approximately two weeks starting
the end of this month in 14 markets.

(Cont'd on p. 12)

U. S. RADIO • .\pril 1959

BIG things
are happening
in Chicago-
on WGN radio!

• Now hroadcastiyig 2^ hours daily,
Tuesday through Sunday

• Broadcasting sixty Trafficopter
reports per week

• New Popular Coca-Cola Hi-Fi Club

• Chicago Cubs Baseball —
home and away

• Radio Press — world-wide on-the-spot
news service added to WGN's extensive
news department coverage

Add to this the best in music and top personalities-
it's no wonder WGN-RADIO continues to top all other
Chicago stations!

WGN-RADIO

THE GREATEST SOUND IN RADIO

J).Jt.l North Michigan Avenue • Chicago 11, Illinois

U. S. RADIO • April 1959

FEBRUARY-MARCH

SHARE OF
AUDIENCE:

Proves KONO is your

BEST BUY

for Radio Coverage in

SAN ANTONIO

— and KONO leads the field
in PULSE, too. First in all 360
quarter-hour periods, Monday
thru Friday. (Jan. 1959)

time buys

JACK ROTH, Manager

P. O. Box 2338
San Antonio 6, Texas

(Cont'd from p. 10)

Greyhound's Wesicrii Division is on
llie air in '^2 markets on a similar
frequency; the run started the end
of March and continues through
May. Mecha manager for the ac-
count is Joan Rutman.

P. H. Hanes Knitting Co.

Agenc) : A'. \V . Ayer, l^liiladclphid
Prochict: MEN'S UNDERWEAR

In a "first time" on racHo, the
company will participate in NBC's
weekend Monilor this fall. The
buy entails sponsoring 10 five-minute
segments by Bob and Ray each week-
end from November 7 through De-
ceml)er 13.

Harrison Tackle Co.

Agency: Victor & Richards Inc.,

New York
Product: VIVIF

This fish hue imported Injui
France is nibbling at radio in antici-
pation of the opening of fishing sea-
sons across the nation, and a major
buy will depend on the outcome of
tests about to be made in various
markets. The marketers of this mail-
order item plan to buy a week at a
time, and renew according to residts.
Timebuyer is Lucille Widener.

Lever Bros. Co.

Agency: Ogilvy, Benson & Mather

Inc., New York
Product: GOOD LUCK
MARGARfNE
A 52-week schedule on NBC is
starting now, with 30-second partici-
pations 12 times a week on daytime
programs. The buy, effective April
6, represents a change in networks
by the pioduct. Timebuyer is Bert
Hopt.

Merck & Co.

Agency: Charles IV. Hoyt Inc., New
York

Produc t: FRUIT FREEZE

A chemical agent utili/t<l ulicn
fruit ripens, this protluct will take
lo the air in a number of markets
across the country as the fresli fruit
season opens up in various farm
regions. Schedules will extend from
four to eight weeks, with frequencies
depending on the market, and will
be spoiled from earlv spiiiig imtil
lall.

Merck & Co.

Agency: Charles W. Hoyt Inc. New
York

Product: GIBREL

Four to six weeks of air time, prin-
cipally in California and Texas,
will advertise this product, designed
to increase crop yield, as agricultural
activity heightens. Radio schedules
have already started in some areas;
last starting date will be in May.
-Approximately 20 announcements a
week will be used over selected sta-
tions.

Northam Warren Corp.

Agency: Doyle Dane Bernhach Inc.,

New York
Product: ODORONO

A 26-week schedule under way in
30 major markets will channel day-
time minutes over 60 stations at the
rate of 12 to 18 announcements per
station per week for this deodorant.
Otis Hutchins is timebuyer.

Pan-American Coffee Bureau

.\gency: Batten, Barton, Durstine &

Osborn Inc., New York
Product: ICED COFFEE

Switching from hot to cold, the
bureau will launch a summertime
campaign for iced coffee starting the
first of Jrme, with radio as its sole
consumer medium. NBC network
time will broadcast the bureau's
musical message, "Pour Some More
Iced Coffee," a total of 50 times a
week during June and July. This is

U. S. RADIO • April 1959

the loin ih \c ai the (olice assoc ial ion
lias (ondiHlcd a (ainpaigii. ihc lirsl
\t'ai it has used radio alone.

Pepsi-Cola Co.

Agenc\: Kciiyon dr Eckhardt Inc..

Nexc York
Product: PEPSI-COLA, TEEM

Adding to the buy of foin- net-
works made earlier this year, the
company is now going on the air
over 140 independent stations, prin-
cipally in bottlers' hometowns be-
yond the realm of network coverage.
The spot campaign, which started
mid-March, will continue through
Memorial Day weekend. Approxi-
mately 15 announcements per week
are being tised on the independent
stations and an average of 13 per
week on the networks, all based on
Pepsi's cinrent "Be Sociable" theme.
Teem, a new lemon-lime beverage
recently brought out by the com-
pany, is currently on the air in one
market (St. Joseph, Mo.) , but more
than 50 bottlers are expected to be
distributing the soft-drink by the
end of the year, probably utilizing
spot radio packages made available
by Pepsi to promote it. Dick Trea
is timebuver.

Plymouth Cordage Co.

Agency: Fuller & Smith & Ross Inc..

New York
Product: RED TOP BINDER
TWINE

Springtime equipment buying in
the farm belt has prompted this
manufacturer of baler and binder
twine to take to the air this month
for approximately six weeks in a
scattering of markets in the Midwest.
Announcements are scheduled for
farm programming times. Time-
buyer is Bernie Rasmussen.

Sinclair Refining Co.

Agency: Geyer, Morey. Madden if
Ballard Inc., New York

i>r()du( t: (;AS and Oil.

Sliilling into Iiigh gear radio for
the sunnuer months. Sine lair is driv-
ing home its sales message via a spot
l)u\ of 150 stations, plus the 280 sta-
tions of MBS, 1:50 stations of Key-
stone Bioadcasting System and 30
stations of Country Music Network.
Traffic times are being used — three
times a day five days a week on MBS,
10 spots a week on the other two
chains. The company's radio out-
lay for 1959 is expected to exceed .|1
million. (See Sinclair Trims Spot
Paper Work, p. 24.) Timebuyer is
Kav Shanahan.

Tea Council of the U.S.A. Inc.

Agency: Leo Burnett Co., Chicago

A cool customer for the listener's
medium, the council will add an
aural ice cube to its favorite brew
in a .$500,000 all-radio promotion to
start May 15 in southern markets,
then follow the sun north. The
campaign will use approximately 100
stations in 29 maikets. with between
65 and 115 announcements per week
scheduled for afternoon houis in
each market. (See Putting Heat on
Iced Tea Sales, p. 28.)

Warner-Lambert Pharmaceutical Co.,
Family Products Div.

Agency: Warwick ir Legler Inc.,
New York

Product: BROMO-SELTZER

Seven southern markets are the
target of a radio campaign starting
this month for the effervescent head-
ache preparation. The buy will con-
tinue until the end of 1959 and uti-
lizes a variable pattern of eight-week
flights and regular schedules. Fre-
cjuencies vary from 11 to 40 or more
annoimcements a week per market.
Joe Hudack is timebuyer.

THE RESULTS:

Novembsr 1958
Quali rative
Survey of the

22 County
Tidewater, Va.

Area

Question 1 :

Wtien you first turn on the radio, is
tlicrc any particular station you try
first?

Answer:

W 0 M

1 J.»%

»»•♦%

• »% 1

Question 2:

Wliich radio station,
prefer for music?

Answer:

if any. do you

WCH

•*■'%

*■•%

■^1

Question 3:

Wfiicli radio station, if any. do you
prefer for news?

Answer:

Question 4:

If you heard conflicting accounts of
the same story on different radio sta-
tions which station would you
believe?

Answer:

_ RADIO

Norfolk - Newport News - Portsmoutlj
and Hampton . Virginia

...ranks 1$t durinq
ISSout of 180 rated
half hours...

Represented Nationally by
JOHN BLAIR & COMPANY

V. S. RADIO • ,\piil 19,59

The Modern American Family

ONE OF THE SPECIES:

The Apron Stringed
Home Runner

A domesticated creature devoted to Bartell Family
Radio for entertainment, information, shopping news.
Responds quickly to attractive overtures. Sings jingles
while roaming super markets, drug and department
stores. She is in the 84% group of adults who com-
prise the dominant audience of Bartell Family Radio
in five major markets.

Bartell

Family
Radio
Reaches

More
Different
Kinds
Of People

BHRfElL

_jilmin_

RRDIO

COAST TO COAST

lltl Jll IjIKItIO

L|I7I !■ »■ illCI-

LjiaiimiiiHiiNicI^

- I]«0 in llllntl —

■ ISO in iiImincNin

Bartell it . . . and sell it. Sold Nationally by ADAM YOUNG INC.

U. S. RADIO • April 1959

wastiington

Interest- in Ratings
By NAB and the Hi

Crows

Is radio gcltiii<; a lair shake iioiii atidiciKc iiicasiu ciiKiil and r.iiiii;^ sei\-
ices? This is a (|ucsti()ii ihat has l)cen debated to one degree or another in
every stage thioiigh \vlii(h ladio has evolved since that lime yeais ago
when tlie inchrstry realized thai in someway — or |)crha])s in a ( oiidiinalion
ol several ways — a yai<Nli(k had lo i)c a])plic<l to lisieiui ship.

The most recent action to standardize radio ratings — and hence present a
more factual picture ot ladio listening— has come irom the National As-
sociation ol Broadcasters in the shadow ol a pending congressional in-
quiry on rating services sparked by Senator Mike Monroney (I)-Okla.) ,
a member of the Senate Commerce C^cmimittee and its Communications
Subcommittee. Senatcjr Monroney, who has pushed the necessity ol sucli
hearings into a prominent position on the Conuncrce Conmn'ttee agenda,
has been an ardent campaigner lor complete industry agreement on the
base that is utilized in ratings. He has also been severely critical ol what
he considers the stranglehold ratings have on any given jjrogram.

Senator Monroney is specifically interested in television. According to
his office, he has not indicated that he intends to look into radio ratings
perse in the forthcoming — but as yet unscheduled — hearings. But the very
nattne of radio involves it to some extent in the investigation Avhich
How Radio Is Involved Senator Monroney is about to undertake. A spokesman for the Senate

In Senate Legislation Commerce Committee has pointed out that the rating services which have

been asked to supply the committee with preliminary infoimation are
the same organizations that measine radio's audience as well as tv viewer-
ship. The same is true of advertising agencies which the conunittee has
already approached for information on the reliability ol rating methods
that are currently in use.

Another significant factor is the similarity of approach used by the rating
services in meastning both radio and television audiences. Because of
such similarities and because tfie committee files contain complaints on
radio ratings as well as television, the outcome of these hearings may have
an ecjual effect on both media although the one — television — is more
prominently involved.

New NAB Standards
Assume Added Importance

The NAB radio rating standards take on added importance in light of
the Hill interest in the u hys-and-wherefores of audience measinement.
Basically they ask only that rating services call a spade a spade and let
the subscriber know exactly what he's getting. They are minimal stand-
ards; they are brief; they are timely.

The standards have been written 1)\ the N.\B Radio Research Conmiittee
at the request of the radio buaid ol directors. The purpose is to detail the
sort of information that a radio report should contain before it can be
considered a valid report. Radio today cannot be measured as it was even
10 years ago, John F. Meagher, vice president for radio at NAB, em-
phasizes in discussing the newly released standards with i . s. radio.

(Cont'd on p. 16)

U. S. RADIO , April I !),-)()

WASHINGTON (Cont'd)

The only radio station
between Detroit and
Chicago to offer this
around-the-clock service

•

Most Pmitfd

MUSIC and NEWS

A rating method iiuisl keep pace
with the (Iianges of the iiiechuni it
is iiieasiii iiig. The ( oiiiplexity ol
ineasuiiiig ratho lislening has l)eeii
( ompouiuled over a j)eiiod ol time
as racho hsiening gradually ceased
to be a group activity and became a
personal mediinn. I he yardstick that
was used to measure living-room in
the days of the one-set household is
as passe as the crystal set.

A rating service must go to the per-
son these days, not the lamily, to
come up with accuralc and complete
radio listening data. Mr. Meagher
notes that each major rating service
has clone something toward improv-
ing its methods of measuring radio
listening and that some — though not
all — have already incorporated cer-
tain oi the ( ounuitiec 's rec ently sug-
gested standards into tluii measure-
ment methods.

The standards which concentrate on
five aspects ol radio i a tings are:
"1. The dimensions ot the audience
siaveyed: State which persons in
the household were interviewed.
State what radio household ra-
dios were inc luded. State wheth-
er out-ot-home listening was in-
cluded. It included, state what
types of listening were covered
(e.g. whether the survey counted
in auto radio, listening in pub-
lic places, etc., specifying those
places included) .
"2. The area surveyed: Specific in-
formation covering location (j1
sample households and individ-
uals reported upon; whether by
city limits, metropolitan area,
county or other. Area should be
clearly defined.
"3. The method of survey: State
how information was obtained,
whether by telephone coinci-
dental, recall or a combination
of both. Mail ballot, diary or
log. Mechanical recorder or
other.

"4. Size of sample: The number of
completed interviews, diaries or
logs, ballots, mechanical record-
itigs must be reported. This in-
formation, both over-all in rela-
tion to population of universe

measured and per program or
unit of time measured, should
be clearly stated.
"5. Survey dates: Date (s) the sur-
vey occiured must he reported."

Jn ai riving at these guidepcjsts which
are intended to promcjte higher
standards in radio ratings, the com-
mittee also has ncjted that it is up to
the individual rating organization to
keep tabs on the manner in which its
inlormation was used tor promoticjn-
al purposes by a subscriber. It em-
phasizes tliat it is immaterial whether
a report is "a one-time survey, part
of a series ot reports, or a regular
survey series; each report should con-
tain this kind of information."

The new standards are the cidmina-
tion of stepped-up broadcaster inter-
est in radio rating methods which
was luulerscored in January 1958
with the publication of a report of
the NAli Radio Research Committee
on radio audience measurement (see
Hometown, U.S.A., March 1958).
That was the first formal study of
the subject since the demise of NAB's
Broadc ast Measurement Bureau some
10 years before, Mr. Meagher points
out. The report stressed objectivity.
Aside from broadcasters who figured
in the compilation of the data, rat-
ing services personnel and clients
were interviewed. The report named
no names and avoided criticism of
the way any particidar rating service
was doing its job.

But the text did emphasize two
things which a year later have been
incorporated into what the NAB
committee considers the minimum
service a measurement organization
should offer a subscriber: The neces-
sity of out-of-home measurement
wfiicli can be combined with in-home
listening statistics, and the need to
use the individual as the unit of
measurement.

Rating ser\ ices responded favorably
to the suggestions for further study
that were made in the 1958 report,
Mr. Meagher recalls, and he is con-
fident that the new standards will be
similarily received by the audience
measurement industrv. • • •

U. S. RADIO • April 1959

the

John F. Hardesty has personally ex-
perienced the growth of Radio Ad-
vertising Bureau from an annual
budget of $142,000 in 1951 to $1.1
million in 1959.

With the exception of two years,
Mr. Hardesty has served with IL\B
since its launching eight years ago.
It is estimated that during this time
he has traveled more than 350,000
miles as a radio goodwill ambassa-
dor, salesman and trouble shooter.

Next month, Mr. Hardesty turns
in his traveling case as vice president
and general manager of RAB to be-
come a vice president and partner in
the media brokerage firm of Hamil-
ton, Stubblefield, Twining & Asso-
ciates (radio, tv stations and news-
papers) . He will locate in San Fran-
cisco and handle media property
sales in the 1 1 Western states, Alaska
and Hawaii.

Mr. Hardesty joined the former
Broadcast Advertising Bureau in
November 1951 when the bureau
was getting started as the sales dream
come true of radio stalwarts. He
served as local promotion director
until 1954 when he joined Westing-
house Broadcasting Co. as eastern
sales manager. Two years later, in
January 1956, he returned to RAB
in his present jiost as number two
man, next to Kevin B. Sweeney,
president.

THIS MONTH:

JOHN F. HARDESTY

vice President & General Manager
Radio Advertising Bureau Inc.

Sees Budget Grow From
$142,000 to $1.1 Million

Mr. Hardesty's career has been al-
most entirely in the field of radio.
Born in Washington, D. C, in June
1922, he turned to radio in 1939
when he joined WJSV Washington
(now WTOP) as a page. He ac-
tually had an earlier start in a ca-
reer selling false teeth to dentists
when he was 16 years old.

In early 1940, he became music
librarian for the station. From 1941
to 1945, Mr. Hardesty served with
the Navy, first in Naval Intelligence
(Office of Censorship) and then
with an Atlantic Task Force.

In 1945, he returned to WTOP as
assistant to the promotion and pub-
licity manager, Maurice Mitchell,
who was later to become the first
president of BAB. Mr. Hardesty
became assistant sales manager in
1946 upon Mr. Mitchell's move to
the sales manager's post.

Later in 1946, Mr. Hardesty be-
came sales promotion manager of
WOL Washington. In 1948, he was
named special events and public re-
lations director for WOIC-TV (now
WTOP-TV) . He remained there
until 1950 when he joined the Na-
tional Association of Broadcasters as
director of station relations. When
BAB was set up as a separate organi-
zation, Mr. Hardesty moved to New
York to start his six-year tenure with
radio's sales promotion arm. • • •

In the Big, Rich
Southwest' . . .

KWFT

Wichita Falls, Texas
delivers

NCS NO. 2
CIRCULATION

Based on NCS #2 weekly daytime cir-
culation (108,300 homes), KWFT deliv-
ers the 73rd market In the U.S. In-
cludes 77 counties with over $ I '/j bil-
lion total retail sales (Consumer Mar-
kets, 1958).

AT LOWEST
COST PER 1000

PLUS

BONUS COVERAGE

. . . in KWFT's gigantic '/2 mv/m
area: 1,201,407 total households;
nearly $5 billion total retail sales!

H-R

See your representative
or Clarke Brown man

WICHITA FALLS, TEXAS

5 K W
at 620

Day & Night

BEN LUDY

Pres. & Gen. Mgr.

V. S. RADIO • April 1959

LETTERS TO

Time to Buy

Your story on buying radio {Time
to Buy, March 1959) was an excep-
tionally good one. 1 appreciate the
quality with which you reported
about \}^R.

William E. Matthews

Vice President and
Director of Media Relalions
Young & Rubicam Inc.
New York

Cause of Confusion

Everything was fine up to the last
sentence of your editorial (Single or
Dinible Rate? March 1959) where
)ou said, "There is approximately a
20 percent differential between the
local and general rate for WPEN."

Too bad you didn't use the word
"retail" instead of the word "local"
because each carries a different con-
notation, which in reality is the basis
for the present confusion.

William B. Caskey

Executive Vice President
WPEN Philadelphia

Copies Available

In the March 1959 Soundings,
there is an item on "Another in the
Adam Young Inc. studies, 'The Dy-
namic Change in Radio.' "

We are interested in securing
copies of this new study and if not
available from you directly, we
would appreciate your advising us
where we mav obtain them.

William A. Benz

Regional Advertising Director
Beneficial Management Corp.
Morrisiown, N. J.

(ed.'s note: Copies available through
Adam Young Inc., New York)

Changing Needs

Ever since u. s. radio started pub-
lishing, I felt that radio broadcasting
had really foinid a true friend. With
the onslaught of other media as great
as it has been, the role played and
to be played by your publication

U. S. RADIO • April 1959

THE EDITOR

takes on added significance. Ours is
an industry which is constantly
changing and, at times, one cannot
see what is going on over the moun-
tain when he is in the valley.

I particularly like the organiza-
tion of yom- publication for easy
reading and its objective reporting
reflects honest effort to present radio
broadcasting's point of view. Keep
up the fine work.

Paul Godofsky

Presidenf

WHU-AM-FM Hempstead. N. Y.

Information

I have now had an opportunity to
read your March issue. I must agree
most heartily that it contains more
information than I've seen in a trade
publication in a long time.

We were indeed proud to be a
part of this moniniiental issue.

Joe Andrews

Coordinator, Programs
and Public Relations
WMAl Macon, Go.

Standards Needed

Your article in the March issue on
why doesn't radio get more business
in spite of the proof available that
radio delivers audience at an un-
usually low cost per thousand is very
helpful.

However, I think it failed to point
out the true reasons, namely: Radio
programming lacks any real set of
standards. . . . We have a great deal
of effect on the thinking and actions
of our audience. . . . Yet, how about
some qualifications for broadcasters,
like courses of study on how people
react to nmsic, to speech, to the hu-
man voice.

Let's have a radio station operator
equivalent to the managing editor
of a newspaper. Let's manufactine
a good product before we go out
to sell it.

Rod Walter

Manager

KPRB Redmond, Ore.

^^uality raJi

in t li e

WHBF

WHBF RADIO, a veteran broadcasting station
of 34 years in the Quad-City area, recently
put itself through a soul-searching examina-
tion to wit: "What direction should it take in
programming for today's audience — toward
faddism or to modern conventional? "

THE FINAL CHOICE WAS INFLUENCED
considerably by the very nature of WHBF's
background — stability, reliability, adult stat-
ure. Accordingly, the program policy at
WHBF has been up-dated but covers funda-
mentally the same broadly entertaining, in-
formative news and public service scope as
before.

FULL DIMENSION RADIO is the promotion
theme that WHBF uses currently in presenting
its broadcasting services to the 272,600 people
in the Quad-Cities ... a typical mid-America
metropolitan area, with a surrounding rural
territory of unusual fertility.

FULL DIMENSION RADIO at WHBF means
a wide range of programming with a change-
of-pace attractive to many categories of
listener. This we believe is a sound, long-lived
policy. On it we base our effectiveness to ad-
vertisers who seek an adult audience in a
market with above the national average buy-
ing power.

SHOULD THIS PHILOSOPHY be compatible
with your own thinking, WHBF will provide
the proper adjacencies to serve you effectively
In the Quad-City market.

Ask Avery-Knodel or write to Maurice Corken, WHBF,
Telco BIdg., Rock Island, III., for recommendations and
availabilities.

STRONG & PRODUCTIVE FROM DEEP ROOTS

WHBF

Covering Eastern Iowa - Western Illinois • RADIO ft TELEVISION

U. S. RADIO • April 1959

^ORE
M

...and Miami l(nows it!

The millions of south Floridians — and the millions
more of their visitors — have learned to recognize
this area's authoritative news source . . . Radio Miami
WGBS! Consistent, dramatic news scoops have cap-
tured the interest and attention of Miami's most
able-to-buy audience.

Complete local coverage, coupled with the world-
wide CBS news staff, is one important reason why
your best buy is Radio Miami WGBS, Florida's
most quoted station. Represented by theKATZ Agency

Famous on the local scene

RADIO MIAMI • 50.000 WATTS

WGBS WAGA WWVA WIBG WSPD WJW WJBK

Miami Atlanta Wheeling Philadelphia Toledo Cleveland Detroit

U. S. RADIO • April l'J59

V. S. RADIO ' APRIL
1959

James Ellis (I), president of Plandome
Productions, supervises jingle output.

Sound In
The Making

How advertising agencies handle

production chores in making

clients' radio commercials and jingles

"You can roll a silver dollar
'cross a barroom floor ..."
But for radio purposes,
you'd better drop a quarter on a
glass table top.

The reason? Purely esthetic, of
course. Putting aside financial con-
siderations, a quarter brrrnging on
glass sounds to the radio listener
more like a silver dollar clonking to
the floor than does the real article.

Capturing convincing sounds is
only one of the assignments per-
formed by an agency's production
department in fashioning ear-styled
commercials, according to a survey
by u. s. RADIO. But it is probably the
most representative task — and pos-
sibly the most trying one. Not the
least part of a producer's job is, in
addition, persuading client as well
as creative personnel that a commer-

cial may "come through" distiubing-
ly different over the kitchen receiv-
ing set than it does on tape in a re-
cording studio.

Agencies across the nation — from
one-man-and-a-girl offices to Madison
Avenue giants — have their own spe-
cial philosophies and techniques in
the matter of producing radio com-
mercials. But they're all confronted
with similar problems.

U. S. RADIO • April 1959

One lamiliar lo most is rising
costs. Music and material lor one
jingle lor a nalional spot today can
add up to around $8,500 (including
all rights) . A straight narration, of
course, may cost a fraction of that
amount, hut commercials in general
range in production price from $50
in a local situation to $5,000 or more.
(A New York agency reports having
made one musical announcement
for under .$250, another for $7,700.)

As a production spokesman points
out, payment lor a singer at tlie
base rate has shot up within recent
years from a flat $6 per commercial
to a current range of $30 each, with
stijndatcd repayments for every addi-
tional period that the announce-
ment is used beyond the original
schedule.

Time, too, or more specific ally the
lack of it, is a pressing matter in
supplying the "short-order" special-
ties ol radio. Although a commercial
can be conceived, cast, recorded and
shipped out to stations within 21
hoius, that's cutting a disc pretty
close to the producer's ulcers. More
often, the man who brings a copy-
writer's brain child to life will have
three chtys (on rare occasions some-
times as much as a month) to com-
|jlete the assignment.

Many agencies are striving toineet
the dual demands for speed and
originality through an increasing
inter-lacing of depai tmental opeia-
tions. The line at which creativity
stops and production starts is pres-
ently indistinct in many cases, and
growing more so.

With script in hand, plus a gen-
eral description of desired effects,
the producer of a radio announce-
ment may be called tipon to recreate
voices, inflections, nuances, timing
and orchestration heretofore heard
only in the mind of the copywriter.
He may be askecT to "picture" in
sound anything from a high school
band tootling on the village green in
August to a medium-si/ed body fall-
ing off a pogo stick. To this end, he
is expected to scout up the right tal-
ent, arrange for nuisic and musi-

cians, reserve the necessary ecjuij)-
meut and studio, haul everybody
together loi the recording session or
sessicms — and balance a ticklish
timetable against budgetary limita-
tions.

To fuicl out how he does it, u. s.
RADIO has asked eight agencies and a
recording studio to describe their
radio production operations. Spokes-
men include Myron Mahler, senior
vice president and creative director
for air media, Mogul, Lewin, Wil-
liams & Saylor Inc., New York;
Robert E. Johnson, head of the ra-
dio-tv creative staff, D'Arcy Adver-
tising Co., St. Louis; Grant Merrill,
radio-tv director, and Monte Sol-
kover, account executive. Pacific Na-
tional .Vdvertising, Seattle, Wash.;
John Murphy, vice president in
charge of commercial production,
Kenyon & Eckhardt Inc., New York;
Newt Afit/man, manager of the com-
mercial prcxluction departmeiu,
Ogilvy, Benson & Mather Inc., New
York; Raymond Girardin, supervi-
sor of audio production, N. W. Ayer
&: Son Inc., New York; Richard Bow-
man, vice president and creative di-
rector, and Walter Tibbals, vice
president in charge of radio-tv pro-
duction, Norman, Craig & Kummel
Inc., New York; Joan Ordway, copy-
writer, Frank M. Taylor Advertis-
ing, Birmingham, Ala., and Arthur
Shaer, executive vice president,
Coastal Recording Co.

Starting Point

Starting point for the production
staff may be at the initial planning
stage of an air commercial, as is the
case at NC&K. "Our producer on
the account, along with the copy-
writer and account man, considers
what shoidd be done, what direc-
tion will be taken," Mr. Bowman
says. "Then the copywriter goes off
to his thought chamber to dream up
ideas, coming back later with the
written word for the producer to
'translate' into the finished prcxluct.
We feel it's important, at this stage,
not to burden the writer with techni-

cal aspects — he should be free to
think, if he wishes, of sounds never
before recorded."

Mr. Tibbals continues: "T he copy
person stays with the commercial lo
the end. We don't believe in sejja-
/ating creativity from production,
l)ut in fostering an interaction of
the two which improves i)oth. With-
out gocxl copy, the prcjducer can do
little; withoiu good production, the
writer's best creation won't connect
with the listener's car."

/\ production memoiandum from
the radio-tv copy supervisor to the
producer outlines in detail not only
the aural effects to be achieved with
the copy, but whom the connnercial
is designed to reach and what results
it is trying to accomplish — factors
which the agency considers vitally
important to the selection of talent,
delivery of lines and other "sound"
aspects of a campaign.

At Ogilvy, Benson Sc Mather, the
writing and production interrelate
in a similar manner, with a prelimi-
nary discussion between creative
staff and producer about the nature
of the sounds to be incorporated in
the jjroposcd commercial. The ten-
tative script, on completion, is then
timed by the production depart-
ment, adjudged workable and esti-
mated for cost, then sent to the
client for approval.

Handed the accepted copv, the
OBM jjroducer cuts loose with his
own brand cjt creativity, according
to Mr. Mitzman, who says, "You
have to feel in your bones that you
can reproduce what you see in the
copy. And you must strike a note
that is within your listener's recall,
one that is based in reality even if
caricatured."

A butter churn, according to Mr.
Mitzman, doesn't sound the way
most people would imagine — "How
many nowadays have actually heard
a butter churn in action?" But the
"feel" can be conjured by an astute
effects man, he says.

Most OBM sound effects assign-
ments are handled on a freelance
basis by one effects man, Jimmy
Dwan. His accomplishments to date
have included reproducing his
"soimd" concept of someone falling
off a pogo stick, a bull snorting at a
distance and then distressingly near
at hand, a spindly old bicycle with a

U. S. RADIO • April 1959

Costs to be considered in producing a radio commercial: Total charges may

range from $50 for a one-man narration in Seattle to $7,700 or more for a large-scale musical
production.

Music

Talent

Studio

$2,500 (approximate) for jingle and all rights to it

$l,000-$3,0()() lor arrangements, orchestration, etc. f$IO() lor rights to
use canned music) (Variable rate per playing pei- -talion lor
copyrighted music — maybe $2 for a Berlin tune)

$27 per hour per musician, who is allowed to do maxiimnn of three aimounce-
ments per hour; $54 per hour for leader (or single musician) ;
$100 per jingle (for unlimited usage) as flat donation to
Musicians' Fund; cartage of heavy instruments is extra

$9.60 per hour per actor or announcer for minimum one hour rehearsal.
$2.40 per quarter-hour extra; separate rates for singers.

$72 per one-minute announcement ($108 for three) for soloist or duetist;

rates range to $22 per one-minute announcement ($34 for
three) per person for nine or more singers.

$52 per one-minute announcement ($69 for three) for actor or announcer.

$40 per hour (depending on size of studio and time of day in use) ; $20 per
tape; $75-$l,000 for master and pressings; $10-$30 editing
charges; Packaging and shipping charges in addition

(Studio costs may run from a minimum of $100 to max. of $1,500).

Illllllllllllllllllilllllllllllllllllllllllllllllililllllllllllllilli

worn-out bell — all for the Pepperidge
Farm series on radio last year featur-
ing the voice of Titus Moody.

Pacific National's "hear-views"
have included depicting a silver dol-
lar dropping on a hard surface. Ex-
perimentation shows, says Mr. Sol-
kover, that a quarter dropped on
the glass top of a conference table
rings truer to the radio ear than the
dollar itself.

"Once we needed the sound of a
man drowning in a tank of fuel oil
while giving a telephone number,"
he recalls. "We finally located an
announcer who handled this chore
gargling a glass of water. The client
says people called to ask, half-seri-
ously, 'Did that fellow actually
drown in oil or was it all a gag?' We
were tempted to say we'd finished off
a number of announcers before ac-
tually getting the effect."

Many agencies, of course, find a
number of their desired sounds al-
ready on record and available
through the tape library of a record-
ing studio or service. The list at
Coastal Recording, for instance, in-
cludes a grimalkin, a cement mixer
and a large Hindu gong.

Development of a jingle or musi-
cally-keyed commercial is generally
handled in one of three basic ways —
"inside" the agency, "outside" or a
combination of both. The last ap-
pears to be the most popular meth-
od, although the degree of "niusi-
cality" provided by agency personnel
in such cases is widely variable. Ar-
rangers, as a rule, are hired from
outside the agency regardless of who
composes the basic time.

At Mogul, Lewin, Williams & Say-
lor, both words and music of all
jingles are written by Mr. Mahler.
(He can't recall how many he's com-
posed all told, but the current list
includes one for Rayco mufflers, an-
other for Revlon's Top Brass hair
dressing, a third for Revlon's Satin
Set hair spray and a fourth for
Breakstone cottage cheese.) Usually
an audition recording using voice
and piano is made to present to the
client for approval, but occasionally,
Mr. Mahler admits, he presents it
himself in an unpolished baritone.

"After I've worked the jingle up,"
he explains, "Jean Harrison, one of
our excutive producers, and I sit
down with an arranger to develop

orchestrations and decide on the
kinds of singers required.

"The type of account determines
to a considerable extent the feeling
I try to convey in a jingle. In the
Rayco one, for example, there's a
"driving' rhythm to suggest a moving
car. The masculine image of Top
Brass calls for a march — with lots of
brass, of course — while Satin Set is
right for strings and harp."

The Breakstone jingle — "Give
Your Taste a Break" — gives empha-
sis to the product name as well as
the lyrics through unusual instru-
mentation: A bass fiddle and finger
snapping, the only accompaniment
to the singers.

OBM, says Mr. Mitzman, doesn't
produce many musical commercials,
but one notable example is the Tet-
ley Tea jingle. "We supplied a spe-
cific copy platform to an 'outsider'
(actually he seems like a member of
the family), listing such phrases as
'Tetley Tea taster' and 'tiny little
tea leaves' to be incorporated into
the lyrics. The composer came back
a few days later with more than half
a dozen versions from which we

(Cont'd on p. 58)

U. S. RADIO • April 1959

Sinclair Trims
Spot Paper Woric

Two-year experiment with bank draft system has
proved successful for this $1 million-plus radio
advertiser. Stations voice approval and look to
other agencies for similar plan

For a decade now, the Sher-
lock Holmeses of the radio
and advertising fields have
been focusing their magnifying
glasses on an impressive array of evi-
dence designed to prove that the
sound medium is as up-to-date and
modern as a trip to the moon.

These radio detectives have thor-
oughly scrutinized the medium's
metamorphosis from nearly every-
one's point of view, with, however, at
least one important exception — that
of the agency or station accountant
whose modesty and hard work have
no doubt prevented him from de-
manding "equal time" — and equal
modernization.

While these xmsung heroes have
been fighting to keep their heads
above a sea of red tape and paper
work, the agency for Sinclair Refin-
ing Co., one of the biggest spot radio
users, has developed a simplified
system that has been saving time.

effort and money.

An arithmetic problem that agen-
cies would like to have erased for
them is the one dealing with the
great amount of paper work in buy-
ing spot radio. This is especially
true where the user is a consistent
national spot advertiser.

Sinclair supplements its heavy spot
use with network buys. With an out-
lay for 1959 of more than $1 million,
Sinclair messages will be heard on a
total of 890 stations in 560 cities.
This vast national blanket is being
spread in the following ways:

• 450 stations in spot buys.

• 280 stations of the Mutual
Broadcasting System.

• 130 stations of the Keystone
Broadcasting System.

• 30 stations of the Country Music
Network.

Messages on MBS are heard three
times a day, five days a week adjacent
to the 8:30 a.m., 5:30 p.m. and 7:30

p.m. news shows. Over Keystone and
Country Music Network, 10 messages
a week are played on every station
between 7 and 8 a.m., and between
4:30 and 5:30 p.m.

Sinclair and its agency, Geyer,
Morey, Madden & Ballard Inc., New
York, believe they have found a sim-
ple way to keep tabs on the spot
buys on the 450 local outlets.

Faced with this enormous load of
detail work, a gentleman of agency
finance managed to break his paper
chains two years ago on behalf of the
oil company. He has developed a
streamlined billings system which
has won the praise of his colleagues
in stations across the country — and
which he estimates has already saved
his agency upwards of S30,000.

He is William G. Carmody, former
secretary and treasurer of Morey,
Humm 8c Warwick, New York, now
secretary and assistant treasurer of
the newly formed Geyer, Morey,

(Cont'd on p. 26)

Time and paper work are pared to minimum by payment system GMMB insti-
tuted for Sinclair. Sight draft (top facing page) imprinted on envelope is filled
out by authorized person from station, and invoice (bottom left) summarizing
number of announcements, inclusive dates and total price less commission is sealed
inside with affidavit. Station is paid on "sight" by local bank, which sends item
through normal clearing house channels for collection from agency in New York.
GMMB finds detailed listing of announcement times (bottom right) unnecessary.

(7. 5. RADIO • April 1959

FOR IMMEDIATE PAYMENT

No.

Pay to the
order of

To GEYER. MOREY, MADDEN &. BALLARD, Inc.
595 Madison Avenue
New York 22, New York

Date.

1-8
210

-Dollars

Payable at Par Through
THE FIRST NATIONAL CITY BANK OF NEW YORK.

250 5TH AVENUE AT 28TH STREET
NEW YORK, N. Y.

Radio Broadcasting Station

Authorized Signature

FOR CONVENIENT CHECKING

Necessary (with affidavit) Unnecessary

U. S. liADIO • April 1959

Madden R: Ballard Inc.

Mr. Carniody, who sees no reason
why his system should not he profit-
ably adapted to the needs ol other
agencies, describes the problems that
confronted him: "Imagine the book-
keeping nightmare that would re-
sult if the local variety store turned
into a large chain overnight with no
revision of the accounting system.

"This is the kind of problem we
were faced with when radio went
local and stations mushroomed all
over the country. Where we had
been set up to deal with three or
four networks, we suddenly had to
accommodate hundreds of individual
stations. They would send their bills
to us the first of the month after the
last spot had been aired the previous
month: we wouldn't receive them
until the fourth or fifth in many
cases; we would then have five or six
days to check contracts, write hun-
dreds of checks and get payment back
to the stations lay the tenth — an im-
possible job."

Monthly Jam-Up

As a result of the paper jam at
the beginning of every month, it is
pointed out, the agency had to spend
a lot of money in bookkeeping help.
Some agencies were known to fall
three or fovu- months behind in get-
ting payment to the stations, accord-
ing to GMMB.

By contrast, the new system pro-
vides for prompt payment to stations
the first of the month and elminates
the need for much expensive agency
personnel. Further, it simplifies the
whole accounting and filing tech-
nique.

Adapting the old principle of
bank sight drafts to the needs of
modem radio billing, this method
enables the station to write a check
on the agency, present it at the local
bank and have the money deposited
immediately to the station's account
on the first of the month.

From the agency point of view, it
reduces the number of checks written

per month from an average of 800
to 15, and spreads the bookkeeping
mechanics evenly over the month.
Cash dis(()inUs to the client are
automatic because of the prompt
payment feature.

In addition, it permits automatic
make-goods by the station and elimi-
nates complicated itemized billing of
individual spots.

It has, according to GMMB,
received 90 percent acceptance from
stations contacted over a two-year
period.

How It Works

I'he sight draft system works like
this: Acceptable through all usual
banking channels, sight drafts are
checks payable on presentaticjn and
draw^n by the creditor on the agency,
or other debtor. (They are in wide-
spread use in other businesses, nota-
bly the railroad freight field.)

The radio station executive makes
the draft out to his station on the
agency for the amount of the con-
tract for the month, signs it, takes
it to the bank. The local bank
credits the money to his account,
sends the draft through normal clear-
ing house channels until it reaches
The First National City Bank (in
this instance) in New York.

Only 15 Checks

National City presents drafts to
the agency once a day at which time
the messenger waits until a check for
the total is drawn. This saves high
priced time because only 15 checks
need be prepared instead of hun-
dreds.

The sight drafts are printed on
the front of envelopes (made to
banking specifications) and inside
these envelopes the agency finds the
station's invoice to check at leisure
against the contract provisions.
These invoices are stapled to the
sight drafts and filed, eliminating
detailed record keeping on a manual
basis.

(In the normal prfKedure, the in-
voice figures are transferred into the
books instead of the bills being used
as original entries.)

All that is posted in the books
under the GMMB method is the
date each draft is presented.

Besides the savings to the agency
in clerical and executive time and
salaries, there are considerable addi-
tional economies because the sight
draft blanks — which the agency
mails once a year to the stations —
cost less than checks and laecause
there are no mailing bills in sending
payment to stations.

The station on its side is benefited
economically not only because it
receives prompt payment, but also
because it does not have to spend
postage to mail out invoices and be-
cause much time is saved in checking
station logs and in the writing of the
bills.

Totals Only

The agency as a part of the system
requests that the station 7iot itemize
each spot, the time it went on the
air, and similar details. Instead, the
station is asked merely to note the
total number of spots "as per con-
tract" less agency commission, and
provide the usual notarized affidavit
of performance.

"So far this method has proved
extremely accurate," Mr. Carmody
says. "When a rare mistake occurs
we notify the station and a correc-
tion is made on the following
month's statement.

"As for make-goods, the stations
are authorized to schedule them at
their own discretion within the
framework of the contract and to
notify us to that effect. Nothing, we
believe, is more wasteful than
lengthy correspondence over one
make-good that may be worth an
average of $2 or $3."

GMMB credits Sinclair with full
cooperation in making the stream-
lining a reality. Sinclair deposits

U. S. RADIO • A.pril 1959

William (>. Caiiiiody,
Secretary aiul Assistant
Treasurer, GMMIi.

"Iinagifie the bookkeeping
iiiglilniare thai would result
if the local variety story turned
into a chain overnight with no
revision of the accounting
system. This is the kind of
problem we were faced luith
whe.yi radio went local and
stations mushroomed all over
I he CO 11)1 1 y\."

funds with the agency on a monthly
basis so that ready cash is avaihil)le
lo pay the bank on jjiescntaiion ol
"he sight (halts.

Continuing Basis

It is pointed out tlial this system
is practical only lor agenc:ies who
use radio on a continuing basis and
who are able to contract for their
spots in advance on a number of
stations.

Mr. Carmody does not feel, how-
ever, that the system's uses need be
confined to agencies with one big
52-week radio account. In his opin-
ion, this method could be adapted
to accounts using radio in flights as
long as they were on the air approxi-
mately half the year in total.

Mr. Carmody also is convinced
that, with modifications, the sight
draft system coidd be revised to fit
agencies that have several smaller
radio accounts which taken as a
whole utilize many of the same radio
stations in the course of the year. In
this way, the station could make
out sight drafts for each account as
needed, and a coding system covdd
be worked out to distinguisli between
clients.

Sight drafts could also simplify
life, he feels, for agencies with clients
who run many newspaper ads across
the country at the same time.

The Carmody method woidd be
impractical when "one shot" or
large chunks of time and big sums
were involved as in network tele-
vision, for example, where there are
not numerous billings.

Time to Change

In short, Mr. Carmody declares,
it is time to standardize and simplify
media billings in general and radio
billings in particidar. "Now that
radio is a high volume business, ac-
counting methods must be updated
accordingly. I would like to see the
.\merican Association of Advertising
Agencies and Station Representatives

Association get together to promote
modernization in agency and station
bookkeeping methods."

Mr. Carmody's views are warmly
supported by the many letters of
appreciation he has received from
station people since the system went
into effect. A nimiber have asked
why other agencies do not adopt the
same system.

One bookkeeper for WQXR New-
York wrote, "Through 40 years of
handling incoming and outgoing
receipts I have often wondered if
all bookkeepers did not dream of a
more efficient way of handling pay-
ments.

"The jiroblems of checking ac-
counts for unpaid balances — each
firm choosing a different day of the
month as its special day of dead-
line to pay — anci the ever present
delinquent account with the neces-
sary phone calls and letters are
time consuming irritants.

"I was pleasantly surprised to re-
ceive a letter with drafts enclosed
from [your agency] urging us to fill
in the amount of the monthly billing
and deposit these drafts with in-
voice enclosed on the first day of
each month.

"This at last is the answer to how
to simplify and speed payments. 1
do wish more business men woidd
give it a try."

A managing director wrote: "In
these days when the complexities of
business seem to be continually in-
creasing, a step such as yours is to
be heartily commended."

Registering his approval, a station
manager noted that "This is an ex-
cellent plan for reducing pa{>er work
in the handling of national accounts,
and we hope all agencies will even-
tually adopt it."

'Missionary' Work

Another executive, the owner of a
Florida station, summed up the
general station reaction: "Congratu-
lations . . . can't you do some mis-
sionary work with the other agencies
for the common good so that a lot of
the nonsense and time-wasting pro-
cedures can be eliminated?"

As far as Mr. Carmody knovvs, no
other agency is using the sight draft
system at the present time, a situa-
tion he hopes will soon be reme-
died. • • •

U. S. RADIO • April 1959

Putting Heat On

Tea Council's entire summer budget,
more than $500,000, goes to radio in its
biggest advertising campaign to date

M "Why don't you have

w - - - more often?"

[N^ 11 the words "iced tea"
didn't pop into your head without
a second thought, the chances are
they will belore the end of the sum-
mer.

By that time the Tea Council of
the U.S.A. Inc., New York, will have
spent more than half a million
dollars on the biggest iced tea cam-
paign in its history, with radio re-
ceiving 100 percent of the budget
for the third straight year.

This year, as in the two preceding
ones, the Tea Council and its agency,

Leo Burnett Co. of Chicago, plan
to saturate the airwaves during the
sunmier months in 29 major markets
using nearly 100 stations. The budget
will be up approximately $50,000
from last year, according to Robert
Smallwood, Tea Council chairman
of the board.

Starting May 15 in southern mar-
kets and moving north with the
season, spots will be aired seven days
a week, concentrating on the hours
between 3:30 and 6:30 p.m. They
W'ill numljer l)etween 65 and 115 per
week depending on the market.

The campaign's keynote will be

simplicity and repetition, according
to Mr. Smallw(K)d, who anticipates a
considerable carry-over effect from
previous radio drives.

"Basically, our job is not to sell
people on iced tea," he explains,
"because there is no appreciable
consumer resistance to our product.
Almost everyone likes iced tea. What
we have to do is simply to remind
people to prepare and order it, or.r
major taiget being the housewife.

"In line with this reminder policy,
we have been using the same music
since 1957 together with the same
basic lyric — 'Why don't you have
iced tea more often? Why don't you
have iced tea tonight?'

"This year we will continue to
build on the public's familiarity with
both words and music, relying for
freshness and change of pace on a
number of new arrangements plus
variations on the same copy theme,"
Mr. Smallwood reveals.

Present plans, he reports, call for
14 musical versions of the iced tea
song, which is an original composi-
tion by Robert Swanson of New
York. These represent a much
greater variety than in previous years
and revolve around a global theme.
The arrangements are tagged Italian,
Oriental, French, Hawaiian, Boston
Pops and Viennese, among others.

"We are keeping lyrics to a mini-
mum, gambling on the assumption
that the song is so familiar by now
to most audiences that they can fill
in the words for themselves," Mr.
Smallwood declares.

The Tea Council's risk in this
direction is a calculated one, how^-
ever, in view of the fact that during
a survey taken last year, according
to the board chairman, more than
66 percent of the persons interviewed
had no difficulty filling in the blanks

of "Why don't you have

— more often?"

Not only did many of them recog-
nize the commercial, but listeners
liked it so well that they requested
it to be played on local record shows.

U. S. RADIO • April 1959

Iced Tea Sales

Mr. Sm;illw(K)d stales. Two years ago
uIk'ii il first appeared, lor example,
tlie iced tea song turned out to be
the number one recjuest tune on
\\'IB(^ Indianapolis, he says.

Radio was originally chosen to
mount the iced tea offensive, Mr.
Smallwood declares, l)C(ause it ful-
fills the iollowing criteria tor media
selection: It reaches great numbers
of people (particidarly housewives)
at a time when action can be effected
and reaches them with sufficient fre-
quency and urgency to produce that
action.

More specifically, the council feels
that radio beams to hordes of house-
wives in the afternoon at home where
they can conveniently prepare iced
tea for the evening meal. In addi-
tion, the council is interested in the
"bonus" radio provides w^ith its out-
of-home audience — in cars and recre-
ation areas where iced tea is easily
accessible at restaurants and other
eating places.

Another factor in the council's
continuing selection of the sound
medium is the latter's oft-touted
frequency, which in iced tea's case
is particularly necessary because of
the reminder quality of the sell and
also because of budgetary consider-
ations, Mr. Smallwood states.

The principal problems arising
from the sound medium's use, he
says, include scheduling the spots
during the popular drive times and
timing them properly in relation to
the messages of individual tea
brands. The coimcil requests sta-
tions to put at least 15 minutes be-
tween brand plugs and iced tea
spots wherever possible.

Generally speaking, the Tea
Council holds off on its schedules
until the mercury hits 70 degrees
and stays there for a while in a given
area. Mr. Smallwood explains that
iced tea consumption increases by
one percent for every degree of tem-
perature over 70.

As a result, the council buys over
a longer period of time in warmer.

southern markets, with (anipaigii
length decreasing the farther north
you go. On the average, campaigns
in the warmer climates last for 13
weeks and in cooler places lor 10.

Last siunmer John lilair & Co.,
New York, cited the iced tea song as
the best spot radio commercial for
the summer months in a national
survey of its stations plus a large
group of agency people

Such public and professional ac-
ceptance, the council believes, is at-
tributable principally to the sim-
plicity of the sales message and the
entertainment value of the music.

"It is our conviction that the em-
phasis we place on the music in
each spot has played an important
role in the success of the campaign,"
declares Mr. Smallwood.

"Variety in musical treatment is
the keynote. Our sales message is
simple and direct . . . and is set to an
original, memorable tune. We put
in just enough copy to cover our
major sales points, because iced tea
commercials that say too much run
the risk of saying nothing very effec-
tively," according to Mr. Smallwood.

"There is an entertainment reward
for listening, there is pleasure and
the projection of a bright, happy
image of the product."

Robert Smallwood, board chmn.

Ml. Siiialluood (ledits ladio lor
getting this image across to the
public successfully and lor Ijoosling
i(cd tea's stock as a national bever-
age:

"The job of Tea Council adver-
tising for iced tea is to get people
to prepare and serve it more often.
We believe the way the council has
used spot radio these past few years
has made an important impression
on the public and helped to achieve
that objective."

This year present plans call for a
May 15 kickoff in the following
cities: Atlanta; Birmingham; Dallas-
Fort Worth; Houston; San Antonio;
Memphis; Miami; Greensboro,
N. C; New Orleans, and Charlotte,
N. C.

On June 1, the campaign will
spread to Louisville; Norfolk; Rich-
mond; St. Louis; Baltimore: W^ash-
ington, D. C; Cincinnati; Indian-
apolis; New York; Philadelphia, and
Pittsburgh.

Two weeks later, eight more mar-
kets will be brought into the fold:
Boston; Buffalo; Chicago; Cleveland;
Detroit; Los Angeles; Providence,
R. I., and San Diego, Calif.

The council's radio efforts on be-
half of iced tea are an important part
of its over-all promotion of tea con-
sumption in this country. The coun-
cil, established in 1950 and reorgan-
ized three years later, is a non-profit
association designed "to wage tea's
competitive fight for increased sales
and consumption.

"It is a corporation \\itliout prece-
dent in this country — an interna-
tional partnership jointly owned by
the "overnments of India, Indonesia,
Ceylon and the Tea Association of
the U.S.A. Inc."

In addition to advertising, the
council promotes both iced and hot
tea by using the tools of research,
merchandising, publicity and public
relations. .\s can be seen, radio is
the prime choice when the weather
gets hot. • • •

U. S. RADIO • April 1959

The Young Proposal

In an attempt to make audience measuring
areas uniform, according to client
distribution areas, representative
Adam Young has sent new research
plan to agencies across the country

Qualitative me a s u r e m e n t s
are important, but let's
straighten out the quantita-
tive "mess" first.

With this statement, Adam Young,
president of Adam Young Inc., and
his chief researcher, Frank Boehm,
vice president for research-promo-
tion, have laimched a new campaign
— a trial experiment at first — "to set
the house of radio audience mea-
surement in order."

The goal, as explained by Mr.
Boehm, is to increase the use of spot
radio and radio in general. "Our
principal motivation is to develop a
confidence on the part of advertisers
in radio. If radio is accurately meas-
ured, our stations will get their share

of the business. If radio is not ac-
curately or fully measmed, and ad-
\ertisers use radio without results,
they may leave the medium without
ever experiencing the fantastic job
it can do to sell their products."

The Yoiuig organization has long
been a champion of what it terms
"modern" radio. This has been de-
fined in broad terms as independent
radio. It is more closely defined by
the representative firm as radio sta-
tions possessing skillful management
capable of sustaining the magical key
of audience participation in a radio
station's programming and commim-
ity activities.

Like those who champion any
cause, the Young firm has made its

friends and "non-friends."

It has in the past two years issued
continuins;^ studies on what it terms
the "Dynamic Change in Radio."
Summed up, these studies have at-
tempted to trace the growing numer-
ical audiences of independent sta-
tions in some of the top markets.

In the field of radio measurements,
there are many things the Young firm
feels should be reflected to get a
proper picture of today's radio:

• Out-of-home listening to be
measured by stations in order
to reflect the appeals of certain
types of programming for the
"listener on the go" as well as
for the listener at home.

• The natiue of today's radio is

U. S. RADIO • .\pril 1959

I feel that the shaded area represents a reasonable area oF prime
interest for Tulsa advertisers

I feel that the addition of the following counties to the shoded area
would make it a reasonable area of prime interest to Tulso advertisers

This is the form letter
that the Adam Young
organization has been
sending to agencies asking
them to determine an
agreed-upon "advertiser area."
Agencies may approve, add to or
delete from the trial area.

I feel that the deletion of the following counties from the shaded area
would make It a reasonable area of prime interest to Tulsa advertisers '

Name Organization

Title

Address

** Pleose return this form to The Pulse Inc. in the enclosed stamped envelope by no later than

local and community-wide.

• Changes in programming (or
ownership) can mean switches
in popularity.

• An agreed-on area of measure-
ment should be determined in
order to measure more equitably
the popularity of stations and
the homes delivered by stations
in that area.

What Young proposes — and in-
tends to try out in two

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